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NEWS3 February 2014

ComScore ramps up Blueprint with CIMM’s backing

Data analytics News North America

US — ComScore is prepping a broader roll-out of its cross-platform measurement service, Project Blueprint, with backing from the Coalition for Innovative Media Measurement (CIMM).

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.

@RESEARCH LIVE

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