Comscore launches cross-platform content analysis tools for media companies

Five days ago, on January 16, 2025, Comscore (NASDAQ: SCOR) introduced a unified content measurement solution within The Comscore Platform. The new system, called Comscore Content Measurement (CCM), integrates multiple data streams to analyze audience behavior across linear television, streaming services, personal computers, mobile devices, and social media platforms.

According to Steve Bagdasarian, Comscore Chief Commercial Officer, the solution addresses the interconnected nature of modern media consumption. The system provides detailed analytics about audience engagement across various platforms, enabling content owners to make strategic decisions about distribution and media placement.

The technical infrastructure of CCM incorporates cross-device graph technology and user authentication systems. These components work together to create a comprehensive view of audience interactions across different media channels. The platform delivers deduplicated audience metrics, meaning it can identify and account for instances where the same viewer accesses content through multiple devices.

Several major media organizations have already implemented the CCM system through managed services. According to Brian West, NBCUniversal SVP of Data & Measurement Strategy, the platform has proven valuable for understanding viewer behavior across their content portfolio. "NBCU viewers engage deeply with our vast array of linear and digital content, and it's crucial that our measurement solutions provide insights into everything from cross-platform reach to viewer behavior," West stated.

The development of CCM builds upon Comscore's 25-year history in digital measurement. The company's expertise spans multiple technological transitions, from the emergence of online digital video to the growth of social media applications. The new platform represents a significant advancement in cross-platform measurement capabilities.

Jen Carton, SVP of Product Management at Comscore, emphasized the importance of reliable enterprise tools that measure both advertising and content. The system's architecture enables it to track viewer engagement across traditional television, connected TV services, streaming platforms (including YouTube), personal computers, mobile devices, and social media channels.

The technical capabilities of CCM extend beyond basic viewership metrics. The platform provides granular data about consumer behavior, enabling content owners to optimize their distribution strategies and media placements. This level of detail allows media companies to better understand how audiences interact with content across different platforms throughout the day.

For local television stations, CCM offers specific functionality to analyze viewership patterns within their markets. The system's ability to process data from multiple sources enables these organizations to make informed decisions about content scheduling and distribution.

The platform's reporting capabilities are customizable, allowing users to generate analyses tailored to their specific needs. This flexibility makes the system applicable for various use cases, from national media brands to local stations and independent content creators.

From a technical perspective, CCM represents an integration of Comscore's existing measurement technologies into a unified platform. The system processes data from multiple sources, applying advanced analytics to provide insights into viewer behavior and content performance.

The launch of CCM comes at a time when media consumption patterns continue to fragment across platforms. According to Comscore's data, viewers regularly engage with content across multiple devices and platforms throughout the day, making comprehensive measurement increasingly important for content owners and distributors.

The platform's development was informed by feedback from early users, including major media companies. This collaborative approach helped ensure that the system addresses real-world measurement challenges faced by content owners and distributors.

For media companies seeking to understand their audience behavior, CCM provides detailed analytics about how viewers discover and engage with content across platforms. The system's ability to track engagement across multiple channels enables content owners to make data-driven decisions about content distribution and monetization strategies.

The introduction of CCM represents a significant development in media measurement technology, providing content owners with comprehensive tools to analyze audience behavior across the increasingly complex media landscape.