comScore Launches New Online Measurement Service
comScore has introduced Media Metrix 360. a new panel centric hybrid that combines panel based data with Web site server metrics.
"comScore Media Metrix 360 represents an innovative and elegant measurement solution to the increasingly complex digital media landscape," said Dr. Magid Abraham, comScore President and CEO.
Magid M. Abraham
"The past few years have seen the rise of global Internet markets, the emergence of new distribution platforms, and a substantial increase in media fragmentation and niche audiences. Through comScore’s ‘panel-centric hybrid’ approach to audience measurement, we are able to combine the best of both worlds of panel and server-side measurement to bring the industry a comprehensive accounting of the complete digital media universe. Furthermore, this new approach will effectively reconcile panel and server-based measurement and provide unified numbers that are fully consistent with the ad server counts used for advertising payments."
Media Metrix 360 will initially be used for July 2009 data for Canada and U.S. that will be published in August 2009. These countries will be followed by the U.K. where August 2009 data will be released in September. The new service will be introduced into other countries beginning in the fourth quarter.
News of the new comScore service was welcomed on Twitter.
comScore is also launching a new "universe report," which will provide visibility of the entire universe of Internet usage, including access of websites from mobile devices and computers outside of home and work.
Users at these locations can account for a significant percentage of total web site traffic, ranging from 10 percent to more than 50 percent, depending on the particular market and country.