TiVo Research and Analytics partners with comScore on cross-platform TV measurement

Michelle Clancy | 04-11-2013

TiVo Research and Analytics (TRA), which provides single-source TV viewing and purchase data for advertisers and networks, is teaming with digital measurement company comScore to deliver a joint cross-media audience measurement solution.

Procter & Gamble is a first customer, with an agreement covering P&G's US media spend for TV and digital.

"We are excited to extend our existing vCE relationship with P&G beyond digital to now include TV and cross-media measurement," said Serge Matta, president of comScore. "The combined single-source platform promises to deliver new marketing insights and media optimisation opportunities that advertisers can use with confidence for cross-media campaign planning and measurement."

The solution anonymously matches media exposure from millions of households (TV, online video and banners) with actual purchase behaviour from those same households.

"Single-source data has proven to be the gold standard for media planning and measurement," said Lauren Hoenig, P&G's North America Media leader. "Through this deal, P&G will have access to TRA's Media TRAnalytics platform as well as TRA and comScore's data rich single-source cross-media solution. This will enable more effective planning, tracking and measuring of our ads across platforms, which in turn, will drive effectiveness and efficiency."