Content today is viewed anytime, anywhere. So how do you monetize, strategize and reach consumers across screens? Rentrak and comScore – two leaders in measurement innovation – have united to establish new currencies for understanding consumers’ multiscreen behavior at massive scale.
Increasingly fragmented viewership of TV requires a cross-device system built on big data that can deliver precision planning, buying and evaluation of media. This means better accounting for the valuable viewing that happens on long-tail networks, in local markets, and across digital platforms. We applaud the merger of comScore and Rentrak as a major step toward realizing this vision.Irwin Gotlieb, Global Chairman, GroupM
The merger between comScore and Rentrak signals an important step forward to address the measurement mandate: a call for investment in common GRP and ROI metrics across all platforms, from time shifted viewing to mobile. It's very encouraging to see investment in innovation for speed to solution to advance insight for advertisers, who lack the time and resources to stitch together their own data management platforms. The industry has much to gain from these partnerships.Gayle Fuguitt, President and CEO, Advertising Research Foundation
We have entered a new era of media accountability where massive data sets are unlocking more detailed insights about how advertising exposure influences in-store purchase. The comScore-Rentrak merger amplifies the power of census data in person-level television and digital media measurement, and IRI looks forward to continued partnership with these industry leaders in advancing the ability to measure cross-screen sales lift.Andrew Appel, President and CEO, IRI
Our unmatched data footprint combines proprietary digital, TV and movie intelligence with vast demographic details to deliver the most precise understanding of audiences, brands and consumers everywhere.
Contact us today to learn how the new comScore can help you precisely measure audiences, brands and consumer behavior everywhere.
The combination of these two solid, complementary companies with experienced research leadership is a positive development as the advertising industry confronts the formidable task of building the analytical infrastructure required in the increasingly complex media environment.David Poltrack, Chief Revenue Officer, CBS Corporation
Competition in the measurement space offers the opportunity to foster greater innovation among all the players. The introduction of a new measurement service which would offer a different way to crack the cross-platform code would be enormously beneficial to the entire media industry and can't come too soon.Alan Wurtzel, President of Research and Media Development, NBC Universal
This merger represents a huge advancement for TV and cross-platform measurement. Project Blueprint helped make the industry’s first syndicated cross-platform measurement service a reality. By augmenting that work with tens of millions of set-top boxes and more granular reporting from Rentrak, this is a meaningful step forward to closing the measurement gap.Artie Bulgrin, Senior Vice President of Global Research and Analytics, ESPN
With the continued progression of consumer behavior across multiple screens, distribution services and platforms, it’s a priority for Turner to support improved cross-platform measurement tools, with the goal being better advertising monetization, marketing and programming insights. The Rentrak and comScore merger offers greatly needed competition and could be a significant step forward for the measurement capabilities of our industry.Howard Shimmel, Chief Revenue Officer, Turner Broadcasting
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