comScore and Arbitron Aim for Cross-Media Common Metrics

Digital measurement specialist comScore and ratings giant Arbitron are collaborating on the development of the 'first' cross-platform media measurement solution to provide common metrics on changing media consumption across radio TV, PCs, smartphones, and tablets.

Through the initiative, comScore's panel-based PC, mobile, and TV set-top-box evaluation will be integrated with Arbitron's multi-platform measurement PPM (Portable People Meter) technology, to provide insights into how users view video, audio, and display content.

The companies are working alongside sports entertainment company ESPN on the size and scope of the project, which is being driven by the firm's own multiplatform measurement requirements.

comScore and Arbitron say that the initiative lays the foundation for a national syndicated cross-platform measurement solution for the media and marketing industries, and that their goal is to produce common metrics across all platforms.

According to Artie Bulgrin (pictured), SVP, Research and Analytics at ESPN: 'As a member of CIMM, we were impressed by the multi-platform tests conducted by Arbitron and comScore this past year. Their unique, complementary capabilities form a strong foundation to build a sustainable multiplatform measurement model that can serve the needs of ESPN today and the industry going forward. Our role is to get things started.'

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