Arbitron Inc. and comScore Networks, Inc. today announced a collaborative effort to develop Internet measurement services for local media, called localScore. According to the announcement, localScore
will measure audiences of local media websites in 78 Designated Market Areas (DMA) representing the majority of the U.S. population. localScore wil also correlate consumer Web usage with offline
product and service sales in each local market. According to the announcement, Arbitron will meet with management of local media outlets, including radio, TV, cable, newspapers, Internet content
providers and advertising agencies to enlist support for these jointly-developed metrics.
