• by Wayne Friedman , July 10, 2019

Comscore continues to see its stock decline -- another 10% in the last five days.

The media measurement company witnessed a sharp 20% price decline in its shares in late June after announcing a new financing deal through a private investment.

At that time, one analyst attributed the plummeting stock to the financing deal that was priced at a discount to Comscore’s current stock price.

Wall Street analysts had been projecting a rising stock price near $20 for Comscore within the year.

Mid-day Wednesday trading of Comscore was down 5.4% to $4.87.

Comscore stock has been down 67% since the start of the year, and 78% versus the same time period a year ago.

In April, two senior executives departed Comscore -- Bryan Wiener, CEO of the company (who was succeeded by Dale Fuller as interim CEO) and Sarah Hofstetter, president of Comscore.

Wiener and Hofstetter were initially recruited a year before to boost its cross-platform measurement efforts. But board members, according to reports, were against major investments to grow that business.

By way of comparison, media measurement competitor Nielsen Holdings stock was virtually unchanged at $22.42 on Wednesday.

Nielsen is continuing a “strategic review” that may include selling all or parts of the company’s businesses.