Nielsen responded to the plans announced by comScore to roll out cross-platform measurement this year by saying its ratings are the only ones available now and represent the gold standard for the industry.
“Nielsen has the only total audience measurement, comparable across all screens, available to the market now. All of our data is fully representative of the U.S. population, and we deliver truly independent measurement,” said Megan Clarken, president, product leadership for Nielsen, in a statement. (Clarken is a member of the 2016 class of Multichannel News Wonder Women.)
comScore said it would begin offering its cross-platform measurement in time for the upfronts and have syndicated ratings available when the TV season starts in the fall. In January, comScore acquired Rentrack, giving it set-top box data about TV viewing, which it is combining with its online measurement.