Advanced Television

comScore Video Everywhere measurement for Sony

March 20, 2013

Crackle and comScore have announced an all-platform audience measurement deal for Sony Picture Television’s free ad-supported video streaming service, Crackle. This initiative will leverage comScore’s audience measurement techniques to produce unduplicated audience size and demographics across the entire Crackle entertainment network, which includes all screens and platforms – online, mobile/tablet, connected TV and game consoles. Data will be available during the second quarter and Crackle will be the first in the industry to use this methodology to provide advertisers with comScore video audience measurement for all of its devices and 20+ apps.

comScore’s proprietary methods leverage census-level media measurement that produces audience samples numbering in the millions, far surpassing traditional TV audience counting methods. In addition, this census-level reporting – which provides enough common touchpoints between each platform to determine cross-platform overlap – serves as the basis for comScore’s multi-platform audience de-duplication techniques.

“Before this new capability, there had been no audience measurement of connected TV and game consoles, so publishers and networks could not provide an unduplicated audience number,” said Eric Berger , GM of Crackle and executive vice president, digital networks for Sony Pictures Television. “With the help of comScore and their revolutionary approach, we can now provide advertisers with measurement that includes the audience size and demographics across all of Crackle.”

“Our development of this multi-platform attribution technique cracked the code for determining a single unified audience number across platforms, and we designed it with the knowledge that it could theoretically scale to accommodate the growing number of media channels today,” said Serge Matta , comScore President of Commercial Solutions. “In working with Crackle to measure its total audience, we have tested the limits of multi-platform measurement and proven that scalability can be achieved. This is an important first step in giving media companies the credit they deserve in delivering audiences to advertisers across a variety of touchpoints.”

Crackle is a multi-platform video entertainment network that distributes digital content including original series and full-length traditional programming from Sony Pictures’ library of television series and feature films in addition to the libraries of other studios. Crackle is one of the fastest growing entertainment destinations on the Internet, mobile and over-the-top devices, offering audiences programming in a variety of genres, including comedy, action, sci-fi, horror and music. Crackle is available in the US, Canada, UK, AU, Latin America and Brazil.

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