NEWS17 June 2011

GfK MRI and ComScore fuse print and online audience data

US— Magazine researcher GfK MRI and online audience measurement specialist ComScore are combining data on print readership, online media habits and product usage in a single database.

The ComScore-MRI Fusion database will include cross-media audience reach, attitudinal and demographic audience profiles and product usage information, allowing media planners and publishers to better understand cross-media behaviour.

Steve Dennen (pictured), ComScore’s vice president of business development, said the new ComScore-MRI Fusion database “bridges the gap between online and offline media consumption and helps provide a more holistic view of how audiences are reached in a multimedia environment”.

Scott McDonald, senior VP of research and insights at publisher Condé Nast, said the product offers “a promising new way of gaining intelligence into the demographic and behavioural attributes of our readers”.