comScore and Arbitron Answer the Call for New Video Measurement
The ways that consumers view video and audio are changing. Soon, there will be a measurement system to chart that change.
Online measure measurement company comScore is teaming up with radio measurement specialist Arbitron to launch a five-platform system that will chart the changing consumption of video, audio, and display content on TVs, radios, computers, tablets, and smartphones.
This as-yet unnamed initiative will combine comScore's TV set-top box, mobile device, and computer measurement tools with Arbitron's Portable People Meter technology. The goal is a nationwide cross-platform measurement system for both media and marketing, one that uses the same metrics for all five platforms and that provides both scale and granularity.
Marketing, advertising, and media companies will be able to use the system to measure audience size and composition, as well as the impact of advertising efforts.
ESPN, which is the program's charter sponsor, actually initiated the cross-platform project and brought comScore and Arbitron together to work on it. The sports broadcaster will play a role in designing the system, and will test it with its own multiplatform distribution. An ESPN executive says that showing the full ways that consumers access media will allow advertisers to make more effective investments in the future.
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