ComScore adds smart TV data

The tie-in will bring opt-in automatic content recognition (ACR) TV viewing data for the US to comScore’s measurement offer, which already includes linear, on-demand and over-the-top TV viewing data.

ACR technology captures pixels from TV content, and can identify whether the viewer is watching is linear, OTT, or video on-demand, and what programmes and commercials are being watched.

Cathy Hetzel, executive vice president, commercial, at comScore, said: “Given the growth of smart TV viewership, we understand the importance of this partnership in our aim to deliver clients the measurement solutions they need to grow their businesses.”