comScore Hire Helps Move into TV Measurement

Arbitron veteran Joan FitzGerald has joined online measurement firm comScore to oversee the addition of TV viewing measurement to the firm's suite of digital services.

She joins former colleague Pat Pellegrini, who was hired by comScore in 2008, after holding senior roles at Arbitron, TNS Media Research and BBM Canada, where he worked on TV audience measurement using panel and set-top box methodologies.

While at Arbitron, FitzGerald was VP of the ratings giant's Cross-Platform Services; working with clients to develop new products to measure cross-platform audiences. During her time with the firm, she introduced Arbitron's TV measurement service, ARB-TV, and established its cross-platform measurement solution - a collaboration between Arbitron, Omniture and comScore.

She was also VP of Sales for Project Apollo, a joint initiative between Arbitron and Nielsen designed to understand the link between consumer exposure to ads through multiple media and shopping / purchasing behaviour.

'Joan's reputation for establishing strong customer relationships and expertise in designing cross-media measurement solutions make her an excellent addition to comScore,' stated CMO Linda Abraham. 'We look forward to her playing a key role in expanding comScore's capabilities in TV measurement so that we can provide our clients with a truly unified view of digital consumer behavior.'

In preparation for its move into TV measurement, comScore recently acquired comms research firm the ARSgroup, which specializes in the measurement of ad persuasion for TV and multi-media campaigns.

Web site: www.comscore.com .