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Crackle, comScore Partner for Viewer Measurement Initiative

19 Mar, 2013 By: Chris Tribbey

Crackle, Sony’s free, ad-supported video network, will begin measuring its audience size and demographics across all platforms, thanks to an agreement with online measurement service comScore.

The initiative covers all screens and platforms, including online, mobile, connected HDTV and gaming consoles. Crackle and comScore plan to have data available during the second quarter.

“Before this new capability, there had been no audience measurement of connected TV and game consoles, so publishers and networks could not provide an unduplicated audience number,” said Eric Berger, GM of Crackle and EVP of digital networks for Sony Pictures Television. “With the help of comScore and their revolutionary approach, we can now provide advertisers with measurement that includes the audience size and demographics across all of Crackle.”

Serge Matta, comScore’s president of commercial solutions, said the agreement will give media companies better information to give advertisers when it comes to audiences using their services.

“Our development of this multiplatform attribution technique cracked the code for determining a single unified audience number across platforms, and we designed it with the knowledge that it could theoretically scale to accommodate the growing number of media channels today,” he said.

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