comScore Collaborates With Media Coalition To Expand Its Cross Platform Measurement Service

January 31, 2014

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Digital measuring company comScore, in collaboration with the Coalition for Innovative Media Measurement (CIMM), today announced plans to expand its cross-platform measurement service to provide continuous unified measurement of media usage on a national scale across TV, radio, desktop, smartphone and Tablet.

comScore has said the next phase will give media companies, marketers and advertising agencies the opportunity to experience the service for their brands. It will be open to participation from CIMM member companies as well as non-CIMM members.

The CIMM comprises leading video content providers, media agencies and advertisers that aim to promote innovation and foster efficiencies in audience measurement for television and cross-platform video.

Participating CIMM member companies include ESPN, Disney ABC Television Group, Fox Broadcasting Co., NBC Universal, CBS Corporation, A&E Networks, Turner Broadcasting System Inc., Univision Communications Inc., Viacom, Publicis Groupe, GroupM, and Omnicom Media Group among others.

This expanded offering has several capabilities, including the measurement of:

    • Multi-platform advertising
    • Mobile video
    • Time-shifted viewing (i.e. DVR playback)
    • Children’s viewing

The expanded cross-platform measurement service will be the only one of its kind to leverage both person-level TV viewing data (obtained via the Portable People Meter technology licensed from Nielsen Audio) and Set-Top Box viewing data, which includes viewing behavior from more than 5 million households. The service also leverages a “state-of-the-art” technology using both panel and census-based methods to accurately measure online and mobile video viewing, addressing increasingly important components of the TV/video landscape. Reporting will deliver granular metrics at the network, show and telecast level that accounts for long tail viewing, thereby providing the scale required by media companies and advertisers. Comparable cross-media metrics, such as duplicated and unduplicated audience size and composition, duration, reach/frequency, and GRPs/TRPs, will also be featured in the reporting provided to clients.