Now, a way to measure across platforms

As media becomes more fragmented it's increasingly important to reach audiences across multiple platforms, such as television, radio and online. Soon there will be a new tool for measuring such cross-platform efforts.
 
Arbitron and comScore have teamed up for a five-platform measurement tool that will look at consumption across radio, TV, PCs, smartphones and tablets.
 
ESPN has signed on as the charter client for the new service, and will also help design the project, which will use PC, mobile and TV measurement from comScore and portable people meter radio ratings from Arbitron.
 
Eventually the service will be available to all media companies, advertisers and agencies looking for data on the size and makeup of audiences across multiple platforms.
 
ESPN’s eagerness to participate makes sense, considering the sports media giant's presence on all platforms, including its TV networks, radio offerings, web sites and mobile apps. In fact, ESPN initiated the effort and helped bring comScore and Arbitron together.
 
ESPN has previously attempted to measure cross-platform consumption through its ESPN XP imitative, which it rolled out to measure consumption of the 2010 FIFA World Cup.

Nielsen has also been developing measurement tools for online consumption of television, though they remain in the testing stage.
 

Tags: arbitron, comscore, cross platform, cross-platform ratings, espn, media, mobile, online, radio, ratings, research, television, tv