Comscore and GfK MRI Announce Collaboration on Product Offering that Combines U.S. Print Readership and Online Behavior Using Fused Database

Comscore-MRI Fusion to Provide Insights into U.S. Print and Online Audiences, Bringing Additional Value to Publishers, Agencies and Advertisers

RESTON, VA, June 16, 2011 – Comscore, Inc. (NASDAQ: SCOR) and GfK MRI today announced a partnership to develop a new product offering that links Americans’ online media habits with print readership and other media consumption data, including product and brand usage, all in a single unified database known as Comscore-MRI Fusion.

“Comscore-MRI Fusion bridges the gap between online and offline media consumption and helps provide a more holistic view of how audiences are reached in a multimedia environment,” said Steve Dennen, Comscore VP of Business Development. “With media content proliferating across channels at an increasing rate, it is essential for media planners and publishers to understand how consumers engage with content across touchpoints in order to optimize their marketing mix.”

“We are pleased to be partnering with Comscore on this database fusion product,” said Kathi Love, President & CEO, GfK MRI. “Combining our databases will provide a deeper and more granular understanding of consumers and their activities both online and offline.”

The new service utilizes data fusion to link consumer behavior from the Comscore and GfK MRI databases to provide valuable insights to marketers, including unduplicated cross-media audience reach, attitudinal and demographic audience profiles, and product usage information. By combining U.S. site visitation data from Comscore MMX with GfK MRI’s traditional media consumption and product usage surveys, media planners will be able to use the resulting data to optimize their media mix for cross-channel campaigns and publishers will gain competitive intelligence into cross-channel media consumption patterns of their users and those of their competitors.

“Understanding the media consumption habits of our readers across touchpoints is critical to so many aspects of the experience we deliver them,” said Scott McDonald, Senior Vice President Research & Insights, Conde Nast. “The Comscore-MRI Fusion product offers a promising new way of gaining intelligence into the demographic and behavioral attributes of our readers so that we can ensure we continue to provide the most relevant and engaging content experience.”

About Comscore
Comscore, Inc. (NASDAQ: SCOR) is a global leader in measuring the digital world and preferred source of digital business analytics. For more information, please visit

Cautionary Note Regarding Forward-Looking Statements
This release contains forward-looking statements within the meaning of Section 27A of the Securities Act of 1933 and Section 21E of the Securities Exchange Act of 1934, including, but not limited to, expectations regarding the impact and benefits to Comscore of the Comscore-MRI Fusion product, financial or otherwise. These statements involve risks and uncertainties that could cause our actual results to differ materially, including, but not limited to: the features and characteristics of the products, the rate of development of the digital marketing intelligence, Internet advertising and e-Commerce markets; the growth of the Internet as a medium for commerce, content, advertising and communications; and the acceptance of new products and methodologies by the industry, including existing and prospective clients.

For a detailed discussion of these and other risk factors, please refer to Comscore's most recent respective Quarterly Reports on Form 10-Q, Annual Reports on Form 10-K and from time to time other filings with the Securities and Exchange Commission (the "SEC"), which are available on the SEC's Web site (

Stockholders of Comscore are cautioned not to place undue reliance on forward-looking statements, which speak only as of the date such statements are made. Comscore does not undertake any obligation to publicly update any forward-looking statements to reflect events, circumstances or new information after the date of this press release, or to reflect the occurrence of unanticipated events.

About GfK MRI
GfK MRI has a singular goal: to provide the clearest and most detailed view of American consumers—who they are, what they buy, how they think, and the best ways to reach them. Founded in 1979, GfK MRI is the country's leading provider of magazine audience ratings, multimedia research data and penetrating insights into consumers’ behavior and motivations.

When conducting its national Survey of the American Consumer™, GfK MRI interviews approximately 26,000 U.S. adults in their homes each year, asking about their use of media, their consumption of more than 6,000 products in 550 categories, their lifestyles and their attitudes. Because these interviews are structured as an area probability study, the results are projectable to the entire U.S. adult population. The Survey also serves as a foundation for an array of innovative GfK MRI research products that answer the market’s need for granular, cross-media and consumer-focused information.

GfK MRI is part of The GfK Group, based in Nuremberg, Germany. The Group delivers a range of information and consultancy services in three business sectors: Custom Research, Retail and Technology and Media. It is the No. 4 market research organization worldwide, operates in more than 100 countries and employs over 10,000 staff, more than 80% of whom are based outside of Germany.

For further information on GfK MRI, visit our Web site: And, follow us on Facebook ( and Twitter (

Bill Daddi
Daddi Brand Communications

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