Kantar, ComScore Offer Cross-Media Data

ComScore Inc and Kantar Media introduced 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 in 2015 to provide cross-media audience and campaign measurement capabilities to markets around the world. Both companies have defined a TV and Internet audience measurement roadmap 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.

The companies said 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 in 2015, and other markets to follow. In response to the needs of broadcasters, content owners and publishers to reduce the operational overhead of measurement, comScore and Kantar Media said they have developed an integrated tagging approach for Web, video and application measurement, “allowing seamless data sharing with explicit client permission but without requiring duplication of implementations.” Both companies will continue to support any tagging deployments under existing contracts. The option to move to an integrated approach would be a decision for the relevant joint industry committee or user group, the companies added.