comScore launches audience measurement tool

Juan Fernandez Gonzalez | 07-03-2014

comScore has announced the Spanish launch of MMX Multi-Platform, a digital audience measurement tool to analyse multiscreen audiences.

Building on MMX, Mobile Metrix and Video Metrix, MMX Multi-Platform offers unduplicated accounting of audience size and demographics.

The tool is already working for the US and UK market, and Spain is the first continental European country to use it. According to comScore, more than 60% of digital media users in Spain are now accessing the Internet from more than one device.

As a part of the MMX platform, comScore is also launching Mobile Metrix in Spain to provide direct monitoring of actual consumer behaviour for mobile Web and app usage.

The MMX tool demonstrates total unduplicated audience reach across both desktop and mobile platforms, providing a single metric that accounts for publishers' digital media audiences. The platform allows, for example, for the measurement of the real size of a brand's digital audience and the understanding of its dynamics so a company can decide whether to strengthen or eliminate underperforming platforms from a campaign or strategy.