comScore And Arbitron To Launch Cross-Platform Media Measurement Initiative
September 13, 2012 at 5:14 AM (PT)
ARBITRON has entered into an agreement to develop the first-ever five-platform measurement initiative that would provide an view of changing consumption of video, audio and display content across radio, television, PCs, smartphones and tablets.
This initiative would provide persons-level insights by integrating the complementary resources of both companies -- the census and panel-based PC, mobile and TV set-top box measurement capabilities of comScore along with enhanced, single-source, multi-platform measurement capabilities of the ARBITRON PORTABLE PEOPLE METER technology.
ESPN, which has been an industry leader in the adoption and development of cross-platform audience research through its ESPN XP initiative, will collaborate on the design of this initiative as its charter client. The size and scope of the project is being driven by the multi-platform measurement requirements of ESPN, which delivers video, audio and display content via television (both in-home and out-of-home), online and mobile video, PC web, mobile web, apps, tablets, digital audio and terrestrial radio.
"The real value to this project from a media buying perspective is that the way consumers are using media will now be reflected in the way advertisers can invest in media," said ESPN Global Customer Marketing and Sales Pres. ED ERHARDT. "Making the measurement more complete makes the advertising more effective, which is a win for all parties involved."
COMSCORE VP/TV & Cross-Media Solutions JOAN FITZGERALD added, "ESPN represents an ideal collaborator as we develop this product given its established brand presence across media channels. Together with ARBITRON, we look forward to shedding new light on how audiences behave in a multiplatform environment to help propel the industry forward as we seek to understand how media content and advertising across multiple platforms builds audiences."
ARBITRON EVP/New Product Innovation MANISH BHATIA said, "ESPN initiated this effort and helped bring ARBITRON and COMSCORE together with the goal of advancing cross-platform research from a special project to a standing industry-wide practice. This solution blends the depth of insights that comes from census-based data with the unduplicated persons-level information across platforms that comes from a single-source panel -- it's an ideal marriage of the available data sources."