The wait is over, kind of. Yesterday, ComScore finally launched its Campaign Ratings tool—in beta, anyway. Campaign Ratings promises an unduplicated cross-screen view of the total audience, something marketers have long been asking for.
ComScore first broke the news on Campaign Ratings in July, announcing it would debut in beta in September. The solution will provide an unduplicated measure for linear TV, OTT, desktop, and mobile video. Finally, every view will count and a screen will just be a screen. The offering will also deliver information on co-viewing, person-level reach, and audience demos.
For the moment, Campaign Ratings will be used by ABC, CBS, CNN, Disney, Fox, Freeform, GroupM, NBCUniversal, The CW Network, Turner, and Viacom. It uses streaming measurements from Hulu. Look for ComScore to bring in other networks, marketers, and agencies in Q4, and to commercially launch the product in Q1 2019. Those who want more information are invited to contact ComScore.
“This is an important milestone, a major step within a broader product strategy designed to help buyers and sellers accurately measure audiences no matter where they consume content,” says Dan Hess, chief product officer at comScore. “Solving the cross-platform measurement challenge requires ongoing collaboration with the best and brightest minds in the industry, and we look forward to continuing to work with our beta partners and new entrants as we iterate on the product into 2019.”
Two-thirds of OTT viewers also watch linear TV, ComScore found in a recent “State of OTT” report. That demonstrates the need for unduplicated cross-platform measurement. Adding in OTT views can drive up the number of TV viewers by 20 percent. Adding in desktop and mobile views can increase viewership by 42 percent, ComScore found in one case study.
Offering premium video cross-platform measurement has been ComScore’s North Star, states CEO Bryan Wiener. He adds that his company is well-positioned to help navigate the future of measurement.