Blueprint was initially trialled with ESPN, but for the next phase of the project comScore is opening participation to CIMM member companies, which includes Disney ABC Television, Fox Broadcasting , NBC Universal and CBS Corporation.

ESPN’s Artie Bulgrin, senior vice-president of global research and analytics, said: “We are proud to have initiated Blueprint and play an integral role in its development – helping to drive innovation to address our media measurement challenges.

“We have always said that the goal of our initial investment was to develop a solution that could ultimately work across the entire industry, and so it’s gratifying to see Blueprint take another step towards that goal. We are hopeful this will move cross-platform media measurement from custom project to standard practice.”

The service mixes person-level TV viewing data, obtained via the Arbitron Portable People Meter (PPM), with set-top box data to measure online and mobile viewing, as well as traditional TV viewing.

Question marks hung over the future of the Blueprint service after Nielsen announced a deal last year to buy Arbitron, however Nielsen last week agreed to licence PPM data to comScore to meet Federal Trade Commission competition requirements.