comScore Teams with Arbitron for New Media Measurement Effort

Two titans in their field are teaming up for a gargantuan media measurement effort.

On Monday, Arbitron Inc. and comScore announced today an agreement to develop the first-ever five-platform measurement initiative.

Financial details of the partnership were not revealed.

The partners in crime claim that this effort will provide an unparalleled view of changing consumption of video, audio and display content across radio, television, PCs, smartphones and tablets.

This initiative would provide persons-level insights by integrating the complementary resources of both companies—the census and panel-based PC, mobile and TV set-top box measurement capabilities of comScore along with enhanced, single-source, multiplatform measurement capabilities of the Arbitron Portable People Meter technology.

According to details confirmed today, ESPN will collaborate on the design of this initiative as its charter client. comScore says this initiative essentially lays the foundation for a national-scale, continuously operating, syndicated cross-platform measurement solution for the media and marketing industries.

“The real value to this project from a media buying perspective is that the way consumers are using media will now be reflected in the way advertisers can invest in media,” said Ed Erhardt, president of ESPN Global Customer Marketing and Sales. “Making the measurement more complete makes the advertising more effective, which is a win for all parties involved.”