comScore combine TV and digital audience metrics
September 15, 2015
comScore has announced that Xmedia – which provides a total view of the consumer by measuring content consumption across all digital platforms and TV in a single tool – is now widely available in the US This syndicated measurement solution allows users to create cross-media packages that combine properties from TV and digital to analyse unduplicated, incremental and overlapped audience reach and engagement across platforms.
Until now, TV and digital audience metrics have been available through separate measurement tools, posing an ongoing challenge for cable and broadcast networks, digital publishers, and advertisers and agencies that want to effectively account for the combined cross-platform reach and engagement associated with their content and campaigns. Now, for the first time, content owners can quantify their entire audience, and agencies and advertisers have access to the cross-platform metrics they need to plan and execute campaigns.
“TV measurement has grown more complex over the past decade as it became possible for people to view content on their own terms and on their own time. At the same time, digital media has rapidly expanded from the PC to mobile to an increasing number of connected devices in the home,” said Serge Matta, CEO of comScore. “Putting these pieces together in a measurement system that accounts for all the ways content is consumed today is no small feat, and completely different rules of engagement are required. We’re excited to be the first company to help the industry rewrite these rules by delivering what our clients have long been asking for: a comprehensive and granular cross-platform measurement system that combines TV and digital audiences.”