comScore and Kantar Media have announced that they are introducing their first joint offering for cross-media audience measurement to key clients. This is the first outcome of the Kantar and comScore strategic alliance announced earlier this year to provide world class cross-media audience and campaign measurement capabilities to markets around the world.
Bringing together the experts on TV and internet audience measurement, both companies have defined a roadmap together that addresses a range of reporting scopes and the options of available measurement assets and techniques, including panels, meters, tagging, home routers, return path data and census profiles.
There has been significant interest in the partnership from clients and industry committees around the world. Based on this feedback, Spain has been identified as the pilot market with initial findings expected later this year, and other markets to follow.
“As advertising spend on integrated cross-media campaigns increases, there is a growing demand for solutions that bring together TV and internet audience measurement to provide cross-media reach & frequency.” said Andy Brown, CEO & Chairman of Kantar Media. “We are pleased at the progress our research and technical teams have made in combining different measurement techniques and designing a common approach. Cross-media measurement solutions must be responsive to local needs so we have designed a framework that maximizes the use of existing data sets and commercial considerations in any given market.”
Serge Matta, CEO of comScore, added, “We are delivering on our promise to simplify the deployment of global measurement capabilities and accelerate the creation of new services for the industry. The customer response to our partnership was extremely positive, as the market is eager to see cross-media measurement for both audiences and campaigns.”