Arbitron-comScore Partner 2 Measure X-Platform Audiences

Gail Chiasson, North American Editor

Arbitron and comScore, two of America‘s largest media measurement firms, have announced a partnership to develop a method of measuring the consumption of video, audio and display content across radio, TV, PCs, smartphones and tablets.

ESPN will be the charter client of the program, which will integrate the measurement capabilities of both companies.

Advertisers and content providers will be able to rely on the common metrics produced across all the platforms.

The companies hope to gain a better understanding of how media content and advertising across multiple platforms builds audiences

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