Media 2025: CARPENTER, JON

Since July 2022, Carpenter has been chief executive for Comscore, an analytics company that measures audience and consumer behaviors, along with advertising impact, across media platforms.

Carpenter started his career at Comscore as chief financial officer in 2021, moving up to CEO. Previously CFO for Publishers Clearing House, Carpenter also served in senior divisional CFO roles for Nielsen, Sears Holding and NBCUniversal after beginning his career at General Electric. In June 2024, Carpenter joined Comscore’s board of directors.

Comscore reported $356 million in 2024 revenue, down from $371.3 million in 2023. Content and ad measurement revenue declined 2.8% from 2023, and research and insight solutions revenue dropped 10.6%. The company projects its 2025 revenue will range from $360 million to $370 million.

In March 2024, Comscore announced a multiyear deal with Tysons-based Tegna, the nation’s largest owner of NBC-affiliate TV stations, and in December 2024, Cox Media Group announced a multiyear deal with Comscore for CMG’s 14 TV stations.

Comscore announced some C-suite changes in January, appointing Frank Friedman as chief data and analytics officer and head of measurement and Jackelyn Keller as chief marketing officer.

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