ComScore has a new service which should make tracking audiences on both traditional television and digital much easier. The measurement and data company has released its cross-platform content and audience analytics tool Xmedia across the U.S.
The new comScore Xmedia tool helps brands gather a total overview of their audiences’ consumption habits. A release claims Xmedia allows users to “combine properties from TV and digital to analyze unduplicated, incremental, and overlapped audience reach and engagement across platforms.”
Before comScore’s Xmedia service, most cable and broadcast companies have had to use two separate tools to accomplish the same goal of measuring both TV and digital viewing data. But Serge Matta, CEO of comScore, noted how audiences’ on-demand, on-the-go viewing of content has altered the way TV measurement is done.
“Putting these pieces together in a measurement system that accounts for all the ways content is consumed today is no small feat, and completely different rules of engagement are required,” Matta continued. “We’re excited to be the first company to help the industry rewrite these rules by delivering what our clients have long been asking for: a comprehensive and granular cross-platform measurement system that combines TV and digital audiences.
“We don’t see digital as a bonus audience anymore, as it is an integral part of how content is consumed today. However, we currently have an incomplete picture and are not getting credit for consumption that happens on non-linear platforms,” added Tom Ziangas, SVP Research at AMC Networks. “ComScore Xmedia now gives us this total representation of our audience, allowing us to fully understand and monetize the portion of our audience that has not previously been measured.”
ComScore is not the first measurement and analytics firm to focus on the importance of digital audience metrics. Back in October 2014, Nielsen and Adobe Systems announced the Nielsen Digital Content Ratings, a service which pulls data from across a brand’s owned digital properties to determine users’ viewing and interaction habits. Nielsen and Adobe’s digital analytics product, however, doesn’t integrate Nielsen’s traditional TV ratings system, so companies still need two different tools if they wish to track both TV and digital audiences.
You can learn more about comScore’s Xmedia product by visiting the brand’s official website.