Nielsen Loses UKOM Contract to comScore

UKOM, the cross-industry organisation set up to oversee the measurement of online audiences, has ended its partnership with Nielsen and instead appointed comScore as its new partner for online media measurement in the UK.

UKOM is run by the IAB and AOP representing media owners, with oversight by the Incorporated Society of British Advertisers (ISBA) on behalf of advertisers and IPA on behalf of agencies.

Nielsen was awarded UKOM's original three year contract, following a pitch against Gemius/IPSOS, GfK and comScore back in 2009. However, from January 2013, comScore will become the exclusive supplier of data to UKOM for three years, following an open tender and 'rigorous' six-month selection process.

Bob Wootton (pictured), Director of Media Affairs at ISBA, commented: 'Advertisers need measurement that makes sense and is easier to compare across other marketing channels. We're excited to see the new measurement capabilities that comScore will deliver in 2013.'

Web sites: www.nielsen.com and www.comscore.com .