“We’ve begun briefing clients about a new syndicated cross-media service with individual-level reporting across all linear, time-shifted, VOD and digital video channels,” Matta said.
In addition to user-level reporting across channels such as linear TV, VOD and over-the-top, comScore will add advanced data on “the cars they drive, how they vote and the products they buy, with 15 months of historical data provided as part of the service,” according to Matta.
ComScore plans to roll out some of those capabilities by fall.
The biggest shift in comScore’s predominantly digital focus to date resulted from its $768 million merger with Rentrak. That deal closed last quarter.
“With Rentrak, we can incorporate traditional TV, VOD, movies, mobile video and OTT measurement,” Matta said. “We expect in the US alone, the addressable opportunity to be north of $2 billion.”
ComScore claims its television footprint is sizable. Rentrak gives it a lens into watching behaviors across 500 national networks, 2,000 local networks, 8.8 billion VOD streams and 40 million TVs. These complement comScore’s existing window into 260 million desktop and 160 million mobile screens.
“We’re not just looking at total audience,” said Matta. “We’re looking at incremental reach by audience. If 30,000 are watching TV and 20,000 view on mobile, we’re not showing a 50,000-person audience. We’re factoring in where there’s duplication and on what platform.”