ESPN finds a multiplatform measurement solution

Geoffrey Precourt

In a startling presentation at the 2013 Advertising Research Foundation's Audience Measurement 8.0 conference in New York, ESPN revealed it now has the data to add some quantitative specifics to what has largely been an assumption of the digital ecosystem: namely, that new media doesn't add up to a tidy zero-sum audience game.

And, in fact, as more people consume the same content on an increasingly wide range of platforms, the audience size continues to grow, with no deterioration in the original core group of viewers.

In 2010, the network began work on providing total audience data across a variety of platforms. The objective of what would become known as "Project Blueprint" was to "move measurement across all media from a custom project to standard practice."