Arbitron, comScore Team For Online Measurement
A five-platform measurement initiative providing a view of the consumption of video, audio, and display content across radio, television, PCs, smartphones, and tablets will be part of an effort between Arbitron and comScore. For radio, knowing exactly how many listeners they have, across all platforms, is a serious issue, especially when radio is being attacked daily by Pandora and now Mel Karmazin. Managers are looking for a reliable service that determines actual numbers they can bring to advertisers. Repeated calls to comScore yesterday to get more details went unreturned.
A joint press release says plans are to develop a service for media companies, advertisers, and agencies that want to understand and measure audience size across multiple platforms.
This initiative would provide persons-level insights by integrating the complementary resources of both companies—the census and panel-based PC, mobile, and TV set-top box measurement capabilities of comScore along with enhanced, single-source, multiplatform measurement capabilities of the Arbitron Portable People Meter technology.
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