ComScore Combines TV, Digital Audience Data

Media measurement company comScore introduced a new product that measures content consumption across all digital platforms and TV in a single metric. The product, Xmedia, is now widely available in the US comScore said. With increased viewing of television content via online streaming, programmers and advertisers are interested in getting good measurement of cross-media campaigns, which was difficult to achieve because TV and digital have been measured separately by different services using different methodologies.

The new product allows users to analyze unduplicated, incremental and overlapped audience reach and engagement across platforms, comScore said. ComScore also said it is working with clients to deliver campaign performance metrics as a part of the Xmedia product suite that enable the planning, execution and optimization of cross-media content and campaigns.