comScore wants to bring a set of media measurement data to those who may be included in it.
Among other important media sector activities, the company, which analyzes television audiences and film box offices, is launching The Scoreboard, an interactive site that provides insight into how consumers can view and carry different types of content.
“What we’ve been thinking about is how to actually convey the full breadth and depth of an asset to something more interesting. Can we say a B-to-C method over a B-to-B?” Jackelyn Keller, Chief Marketing Officer at ComScore, said in a recent interview. “We want it to be more accessible.”
The scoreboard is updated monthly and utilizes decoration of data from television viewers, social media and theater attendance to explain the trends of various consumers. One module may show how news controls local TV viewers across the market, while another may look into social media chatter about Netflix’s “Squid Games.” Later this year, the company will make one of its important report “Streaming Data Status” available through its new platform.
Executives hope that visitors to the “scoreboard” will connect their comScore data to new trends. “This allows you to foresee what’s coming, as social media chatter is telling you,” says Paul Delgalavedian, the company’s longtime media analyst. “It shows how you say it in films and television in particular,” showing how Chatar is built ahead of the release and the debut of a new episode.
ComScore launched its “scoreboard” after its biggest rival, Nielsen, discovered significant traction in “The Gauge.” This is a regularly updated chart that examines the percentage of video viewing participation in a specific content platform. comScore hopes that people who come to the “scoreboard” will see it as a place to learn, not just look at the comparison. “Where people spend their time streaming and watching Linear – that’s interesting, but what does that mean for my business?” asks Keller.
Destinations regularly inspect box office revenue, ticket sales and ticket sales, as well as social buzz related to buening behavior. But it also highlights the range of dynamics that vary from month to month.
