LAS VEGAS — In the days when the desktop web was the only digital screen in town, comScore could rely on measuring online audiences using a software meter.
But the proliferation of consumer devices – from phones and tablets, to consoles and connected TVs – has changed all that.
In this video interview with Beet.TV, comScore national TV sales SVP Carol Hinnant explains how the company has upgraded its cross-platform media measurement – and what’s coming next.
“We have invested in a total home panel,” Hinnant says.” It’s the first time that comScore has invested in data from hardware – it is a meter device that is installed in homes we’ve recruited to be part of the panel.
“It goes in to their WiFi router, to pick up all activity in a household – and we mean all activity. It picks up Internet Of Things in addition to gaming devices and streaming and sticks and everything you can think of.”
Specifically, comScore has installed the hardware in 12,500 homes, giving it sight of around 150,000 consumer digital devices when at home.
The quest? To understand where modern audiences are spending their time.
The router-based panel is in addition to comScore’s far larger general panel.
And comScore bundles its cross-platform media measurement in to two offerings – Xmedia and ExtendedTV, a new product due to launch that will specifically measure TV content across an array of screens.
In testing for a year, Hinnant says ExtendedTV will launch this Q2 or Q3.
This video is part of Beet.TV’s coverage of the 2017 NAB Show in Las Vegas. The series is sponsored by Ooyala. For more coverage of NAB, please visit this page.
