The joint effort of
comScore and the Coalition for Innovative Media Measurement (CIMM)’s cross-platform measurement service has been expanded.
The service, formerly called Project Blueprint, now includes
multiplatform advertising, mobile video, time-shifted viewing and children’s viewing. The service will now be available to both CIMM and non-CIMM member companies.
The initial effort
-- started in 2012 with Arbitron (now Nielsen Audio) and comScore, with ESPN as the pilot client -- was the first time that five media platforms, video and audio display content on radio, TV, PCs,
smartphones and tablets were combined for cross-platform measurement.
Some of the features in the service include cross-media metrics, such as duplicated and unduplicated audience size and
composition, duration, reach/frequency, and gross rating points/target rating points.
Persons-level data comes from integrating census and panel-based PC, mobile and TV set-top-box
measurement data of comScore along with Arbitron Portable People Meter technology. It includes viewing/media behavior from more than 5 million homes.
A number of major broadcasters,
agencies and brands have signed on including: Disney-ABC Television Group, ESPN, Fox Broadcasting, NBC Universal, CBS Corp., A&E Networks, Turner Broadcasting System, Univision Communications,
Viacom, Group M, Omnicom Media Group, and Publicis Groupe.
Serge Matta, president of comScore, stated: "With accurate accounting of media consumption at a granular level across all
the major media platforms, brands will now have the opportunity to understand their audiences in a more holistic fashion.”