YouTube, YouTube TV and Google TV inked new TV data agreements with Comscore and Parrot Analytics. Comscore said its cross-platform service Comscore Campaign Ratings will incorporate YouTube and YouTube TV measurement to provide data on those platforms across desktop, mobile and connected TV, to help advertisers and agencies “better understand co-viewing for YouTube and YouTube TV across OTT/CTV.” YouTube and Google TV also added Parrot Analytics’ global audience demand data and entertainment consulting services.

Fierce Video reports that YouTube vice president of global solutions Debbie Weinstein said that, in addition to increased viewing of YouTube on multiple devices, “we also know people are choosing to watch their favorite YouTube content on connected TVs with others, and the inclusion of co-viewing in this new integration will allow advertisers to understand the full scale of the audience they’re able to reach through YouTube CTV campaigns.”

With regard to YouTube and Google TV’s integration of Parrot Analytics services, that company’s chief executive Wared Seger said, “by sharing our expertise, data and consulting services in global audience demand, YouTube and Google TV will continue to evolve their content strategy based on the latest trends.”

Fierce Video notes that, “in the U.S., Google has more than 120 million people who watch YouTube on TVs every month, up from like 100 million last year.” Google chief business officer Philipp Schindler “cited Nielsen data suggesting 70 percent of YouTube’s reach was delivered to an audience not reached by traditional TV advertising.”

“In other words, YouTube’s reach is becoming increasingly incremental to TV and this audience dynamic is a huge win for brands,” he said, adding that, “Nielsen found that U.S. advertisers who shifted just 20 percent of spend from TV to YouTube generated a 25 percent increase to their total campaign reach within their target audience, while lowering their cost per reach point by almost 20 percent.”

Next TV reports that, “ Comscore has been working with Google on measurement methodologies that don’t use third-party pixels.” Comscore chief executive Bill Livek stated that, “this is a critical milestone for Comscore and for the industry.”

“Our clients are placing a large portion of their advertising spend with YouTube, and they need a holistic view of how that spend is performing relative to the entire media mix,” he added. “We’re confident that clients using Comscore Campaign Ratings will have the most complete picture of advertising performance in the market.”

For more information on this news, the Comscore press release can be found here.