comScore cross device measurement

The measurement firm comScore plans to introduce a new measurement for tracking video audiences across computers, mobile and other streaming devices. ComScore previously measured digital video audiences only on desktops and laptops.

The new metric should provide additional information for television networks and advertisers. ComScore’s initial research revealed that by counting the number of people watching video on mobile and other digital devices beyond a computer, the total digital viewership for television networks increased by a range of 8 percent to as much as 30 percent.

“We want to make sure that video audiences get properly counted across all platforms,” said Serge Matta, comScore’s chief executive.

“Everyone knows, for a platform to increase in usage, you need to have measurement,” he added. “If you don’t, there is no way you will get the appropriate credit and there is not a lot of advertising happening on that platform.”

The initiative is part of a broader plan by comScore to introduce new measurements that account for diverse viewing habits. The company is seeking to provide an alternative to Nielsen, the industry’s longtime leading provider of television ratings, which has faced criticism for not keeping pace with tracking new technologies for television watching.

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