comScore and Arbitron to launch cross-platform measurement initiative with ESPN

comScore and Arbitron, the radio ratings company, have announced plans to develop a five-platform measurement initiative, which aims to provide a view of changing consumption of video, audio and display content across radio, television, PCs, smartphones and tablets.

Th initiative will see the integration of comScore’s census and panel-based PC, mobile and TV set-top box measurement capabilities along with Arbitron’s Portable People Meter technology, which covers 70,000 people in the US.

comScore’s desktop panel includes one million people and it has set-top boxes in several million homes, according to Andrew Lipsman, a company spokesman.

ESPN will collaborate on the design of the new initiative as its charter client. The project is being driven by the multiplatform measurement requirements of ESPN, which delivers video, audio and display content via television (both in-home and out-of-home), online and mobile video, PC web, mobile web, apps, tablets, digital audio and terrestrial radio.

In a press release, Arbitron said: “The goal is to produce common metrics across all platforms at the scale and granularity required by both content providers and advertisers, and to demonstrate the audience reach and duplication of each media platform.”

Current plans are to develop a service offering that will be available to all media companies, advertisers and advertising agencies.

“The real value to this project from a media buying perspective is that the way consumers are using media will now be reflected in the way advertisers can invest in media,” said Ed Erhardt, president of ESPN global customer marketing and sales. “Making the measurement more complete makes the advertising more effective, which is a win for all parties involved.”