comScore and CIMM Release Research Paper "How Multi-Screen Consumers Are Changing Media Dynamics"

comScore and CIMM Release Research Paper "How Multi-Screen Consumers Are Changing Media Dynamics"

Study Highlights Multi-Screen Viewing Habits for Major Media Brands as Consumers Extend Engagement Beyond TV to Internet, Online Video and Mobile Devices

RESTON, Va., June 11, 2012 /PRNewswire/ -- comScore, Inc. (NASDAQ: SCOR), a leader in measuring the digital world, and the Coalition for Innovative Media Measurement (CIMM) today released a research white paper entitled How Multi-Screen Consumers Are Changing Media Dynamics, revealing several new findings about the viewing habits of consumers who engage with media brands across multiple touchpoints. To download a complimentary copy of the report, please visit: www.comscore.com/comScoreCIMM

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"While TV remains the leading media channel, once TV-centric media brands now engage with their consumers across a variety of digital touchpoints. While this enhances the quality of brand engagement, it also increases the complexity of media planning and analysis by orders of magnitude," said Joan FitzGerald, comScore VP of TV & Cross-Media Solutions. "By leveraging comScore's unique single-source multi-screen measurement panel, we are radically reducing this complexity by providing media companies with actionable insights that can be used to determine how to effectively reach their target audiences and optimize cross-media planning."

Key insights from the paperinclude:


-- Consumers are Engaging with Brands Across Platforms - A study of 10
broadcast network & cable brands covering a five-week period showed that
an average of 90 percent of consumers engaging with a given brand did so
on TV, while 25 percent did so online and 12 percent via online video.
-- Online Video & Multi-Screen Consumers are Most Engaged and Loyal Brand
Consumers - Online video consumption proves to closely associate with
consumer engagement with media brands overall. For most of the media
brands, the multi-screen consumers who use the media brands via TV and
online video spend more time with the content on any platform, and spend
more time consuming the content on TV.
-- Multi-Screen Consumer are Demographically "On Target" - The study found
that the segments of multi-screen consumers showing the highest
propensity to engage tended to correlate strongly with those brands' key
demographic targets, suggesting that engagement on other platforms
represents an important extension of the key demographic audiences' use
and enjoyment of the media brands.
-- Consumers are Using Digital Platform Concurrently with TV to Enrich
Experience - During the five-week period of analysis, 60 percent of a
media brand's consumers accessed TV and Online during concurrent
30-minute increments. 29 percent of the media brand's consumers accessed
Facebook concurrently with their TV viewing, suggesting digital
platforms may be used to supplement the viewing experience and drive
multi-platform engagement.
"The media landscape is fragmenting at an ever-increasing rate, so having a measurement solution that traverses multiple screens is critical for everyone in the media ecosystem including brands, networks and advertisers," said Jane Clarke, Managing Director, CIMM. "This new research conducted by CIMM and comScore offered a significant breakthrough in the use of new methodologies to help tackle the challenges of cross-platform measurement, revealing important findings about the cumulative reach, exposure and engagement of media brands and advertisers in a multi-screen environment."

Research Findings to be Presented at ARF Audience Measurement 7.0 Conference

Joan FitzGerald, VP of TV & Cross-Media Solutions at comScore, and Jane Clarke, Managing Director at CIMM, will be presenting findings from this research at the ARF's Audience Measurement 7.0 conference at 8:00 AM on Tuesday, June 12, 2012 in New York City.

About comScore
comScore, Inc. (NASDAQ: SCOR) is a global leader in measuring the digital world and preferred source of digital business analytics. For more information, please visit www.comscore.com/companyinfo.

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CONTACT: Stephanie Flosi, comScore, Inc., +1-312-777-8801, press@comscore.com

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