The principal mission of the ARF is to improve the practice of advertising, marketing and media research in pursuit of more effective marketing and advertising communications.

After extensive evaluation of comScore's methodology and technology, the ARF published a detailed letter of opinion that can be downloaded in its entirety via the link below.

Noteworthy excerpts from the document include:
“In summary, netScore represents a bold departure from traditional media measurement in that it endeavors to measure both audience behavior and transactional behavior in the same respondents at a very fine-grained level. In scope as well as in scale, this undertaking holds significant promise for the research industry as a contributor to online media and commerce.”

“The projection methodologies relied on by netScore represent a logical extension of the procedures in place for weighting in general marketing and media research practice today. The automation used to enable real-time data collection and processing and to ensure the anonymity and security of data from very large numbers of respondents represents some important advances. The daily assessment of data quality tolerances is worthy of emulation by others.”

“The sample size involved in netScore is more like that found in marketing databases than it is in research panels. As such, netScore holds promise to take media measurement the "final mile" -- from media exposure to advertising exposure and even to linking that exposure to behavioral response.”

Download the full ARF report. (PDF 139K)