ComScore eyes up television measurement forays, and hires former Arbitron exec

US— Web measurement firm ComScore looks poised to make a push into the TV audience measurement business and has hired former Arbitron executive Joan Fitzgerald to lead the foray.

Joan Fitzgerald

Joan Fitzgerald

Fitzgerald, who was previously vice president of cross-platform services at Arbitron, has been hired with the remit of establishing relationships with TV clients and data providers and “overseeing the expansion of ComScore’s suite of digital measurement products to include the measurement of television viewing”.

She will be charged with developing “strong relationships” with major media firms and data suppliers to ensure that ComScore “meets their needs for three-screen [TV, mobile and internet] viewing”.

ComScore CMO Linda Abraham said: “Joan’s reputation for establishing strong customer relationships and expertise in designing cross-media measurement solutions make her an excellent addition to ComScore. We look forward to her playing a key role in expanding ComScore’s capabilities in TV measurement so that we can provide our clients with a truly unified view of digital consumer behaviour.”

It is an interesting move for ComScore, which added mobile media measurement to its core web measurement proposition in 2008 when it purchased M:Metrics. Further details on its TV ambitions were unavailable at the time of publication, though it seems likely ComScore will concentrate on trying to source set-top box data from cable and satellite companies.

ComScore was recently involved in a major cross-platform audience measurement project, commissioned by broadcaster NBC, to run during the Winter Olympics. In that project ComScore, alongside web analytics firm Omniture, was responsible for measuring how many people watched Olympic events online while Arbitron measured cable and broadcast TV audiences.

We hope you enjoyed this article.
Research Live is published by MRS.

The Market Research Society (MRS) exists to promote and protect the research sector, showcasing how research delivers impact for businesses and government.

Members of MRS enjoy many benefits including tailoured policy guidance, discounts on training and conferences, and access to member-only content.

For example, there's an archive of winning case studies from over a decade of MRS Awards.

Find out more about the benefits of joining MRS here.

0 Comments


Display name

Email

Join the discussion

Newsletter
Stay connected with the latest insights and trends...
Sign Up
Latest From MRS

Our latest training courses

Our new 2025 training programme is now launched as part of the development offered within the MRS Global Insight Academy

See all training

Specialist conferences

Our one-day conferences cover topics including CX and UX, Semiotics, B2B, Finance, AI and Leaders' Forums.

See all conferences

MRS reports on AI

MRS has published a three-part series on how generative AI is impacting the research sector, including synthetic respondents and challenges to adoption.

See the reports

Progress faster...
with MRS 
membership

Mentoring

CPD/recognition

Webinars

Codeline

Discounts