• by Joe Mandese  @mp_joemandese, February 21, 2012

And it must be true, because comScore CRO Josh Chasin just said it during this morning’s OMMA Metrics & Research conference in New York.

Chasin made the quip because it – scooping -- is, as he suggested, a good metaphor for why online should adopt TV’s GRPs.

Chasin said there has been a tremendous amount of antipathy about an online GRP, because, the digital community thinks “the gross rating point is a gross and vulgar metric that can’t possibly apply to our elegant medium.”

To help the digital folks understand the common denominator value of applying TV’s GRPs to online valuation, Chasin described the way some people buy high-end coffee beans. Describing as especially rich and presumably expensive variety of coffee, Chasin said, “Okay, how much do you want? You have to scoop it out. GRPs are the scoop of media. They are the universal scoop of media.”

Asked later in the panel, why TV and online haven’t been able to come to a common currency, Chasin quipped, “because TV doesn’t have ad servers.”

By that, he meant that TV doesn’t actually have all the rich data and metrics associated with online measurement.

When he was asked recently how “to get digital measurement to where TV is,” Chasin said, “That’s easy to do. All we have to do is take 98% of what we have with digital and throw it away. If you want to get rid of all that stuff, we can have one currency, just like TV.”