by Wayne Friedman, January 31, 2014
The service, formerly called Project Blueprint, now includes multiplatform advertising, mobile video, time-shifted viewing and children’s viewing. The service will now be available to both CIMM and non-CIMM member companies.
The initial effort — started in 2012 with Arbitron (now Nielsen Audio) and comScore, with ESPN as the pilot client — was the first time that five media platforms, video and audio display content on radio, TV, PCs, smartphones and tablets were combined for cross-platform measurement.
Some of the features in the service include cross-media metrics, such as duplicated and unduplicated audience size and composition, duration, reach/frequency, and gross rating points/target rating points.
Persons-level data comes from integrating census and panel-based PC, mobile and TV set-top-box measurement data of comScore along with Arbitron Portable People Meter technology. It includes viewing/media behavior from more than 5 million homes.
A number of major broadcasters, agencies and brands have signed on including: Disney-ABC Television Group, ESPN, Fox Broadcasting, NBC Universal, CBS Corp., A&E Networks, Turner Broadcasting System, Univision Communications, Viacom, Group M, Omnicom Media Group, and Publicis Groupe.
Serge Matta, president of comScore, stated: “With accurate accounting of media consumption at a granular level across all the major media platforms, brands will now have the opportunity to understand their audiences in a more holistic fashion.”
