Artie Bulgrin, senior vp of research for ESPN, in speaking at the 4Aâ€™s media conference, says the new research effort will measure cross media audience, usage by platform, and advertising efficiencies.
Itâ€™ll start this up summer around the FIFA World Cup soccer event.
â€œWe donâ€™t believe in replacing currencies,â€ says Bulgrin. â€œWe want to reveal the value of cross platform.â€
The research effort will work in conjunction with the Disney-ABC Television media lab that started up in 2008 in Austin, Texas.