comScore and Arbitron Partner for Multichannel Media Metrics
Development of the project has been driven by ESPN's need for multiplatform measurement. The sports entertainment network is credited as a collaborator as well as lead client for the initiative.
The project is being touted as the first five-channel platform - covering smartphones, tablets, PCs, TV, and radio.
"The real value to this project from a media buying perspective is that the way consumers are using media will now be reflected in the way advertisers can invest in media," said Ed Erhardt, president of ESPN global customer marketing and sales. "Making the measurement more complete makes the advertising more effective, which is a win for all parties involved."
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