How comScore's Xmedia project tackles cross-media measurement

Emily Barley

Cross-media measurement has emerged as a serious problem for researchers, media owners and advertisers in recent years. ComScore has sought to solve this problem with its Xmedia project, which launched in the US in 2010. This long-term project began by looking at new technology and new channels, but soon expanded to measuring a range of media.

"It's very collaborative within the industry," Stuart Wilkinson, head of industry relations EMEA at comScore, told the audience at the Future of Media Research conference hosted by MediaTel in London in February 2016.

ComScore worked with both content suppliers and platforms, with an initial focus on sports broadcasters and the winter and summer Olympic Games, to "build new models for parsing and understanding that data". But it was a lengthy process, Wilkinson said. "It wasn't until 2015 that we were brave enough to release a first iteration [of the methodology]."