comScore and CIMM Look to Expand Cross-Platform Measurement

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January 30 2014
Digital research specialist comScore is collaborating with the Coalition for Innovative Media Measurement (CIMM) to expand its cross-platform measurement service and determine the feasibility of syndicating the service industry-wide.

Cross-Platform Measurement: increasingly seen as key to understanding consumer behaviorThrough the partnership with CIMM – which was set up in 2009, to help research firms deliver cross-media research – comScore will build on an existing initiative with Nielsen-owned Arbitroncalled Project Bluprint, through which the pair are working with sports broadcaster ESPN to develop the ‘first’ unified view of the five media platforms – TV, radio, desktop, smartphone and tablet. The latest expansion will add measurement of multi-platform ads, mobile video, time-shifted viewing (ie, DVR playback), and children’s viewing.

comScore claims the expanded service will be the only one of its kind to leverage both person-level TV viewing data obtained viaPPM technology, and set-top box viewing data covering more than five million households. The service also uses both panel and census-based methods to measure online and mobile video viewing, and reporting provided to clients will include comparable cross-media metrics, such as duplicated and unduplicated audience size and composition, duration, reach/frequency, and GRPs/TRPs.

Jane Clarke, CIMM MD, commented: ‘CIMM played an early role in funding and conducting cross-platform research, which ultimately brought comScore, Arbitron and ESPN together. Now, CIMM is eager to bring other CIMM member companies together to work with comScore to determine the feasibility of syndicating the service industry-wide.’

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