Sony Pictures Television will tap new comScore tracking tools in...
Sony Pictures Television will tap new comScore tracking tools in what the companies call the first “all-platform audience measurement deal” for Sony’s Crackle entertainment network. The initiative will provide “unduplicated audience size and demographics” across “all screens and platforms,” the…
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companies said, including online, mobile devices, connected TV and game consoles. Crackle is the first network in the industry to use comScore’s methodology to provide advertisers with comScore video audience measurement for all of its devices and 20-plus apps, the companies said. Data will be available during Q2. ComScore said its proprietary methods leverage census-level media measurement tools that produce “millions” of audience samples “far surpassing traditional TV audience counting methods.” In addition, comScore’s method provides enough common touchpoints between platforms to adjust for cross-platform overlap, it said. Prior to comScore’s technique, “there had been no audience measurement of connected TV and game consoles, so publishers and networks could not provide an unduplicated audience number,” said Eric Berger, general manager of Crackle and executive vice president-digital networks for Sony Pictures Television. Sony can now provide advertisers with measurement data that include the audience size and demographics across all of Crackle, Berger said. ComScore said it “cracked the code for determining a single unified audience number across platforms,” and the system can scale to the growing number of media channels available today. The deal is not exclusive, said Victor Silva, director-comScore marketing solutions, who said comScore is “continually enhancing its measurement capabilities across all platforms.” The work with Crackle “is just one example,” he said. The measurement tool is another weapon in streaming services’ battle with broadcasters for ad dollars, but Silva said “comScore is simply providing audience measurement for platforms that were previously lacking. As new platforms emerge, comScore will continue to pave the way for the future of video audience measurement.”