Data collection and reporting[edit]
Comscore maintains a group of users who have monitoring software (with brands including PermissionResearch, OpinionSquare and VoiceFive Networks)[34] installed on their computers. In exchange for joining the Comscore research panels, users are presented with various benefits, including computer security software, Internet data storage, virus scanning, and chances to win cash or prizes.
Comscore estimates that two million users are part of the monitoring program.[7] However, self-selected populations, no matter how large, may not be representative of the population as a whole. To obtain the most accurate data, Comscore adjusts the statistics using weights to make sure that each population segment is adequately represented. To calculate these weights, Comscore regularly recruits panelists using random digit dialing and other offline recruiting methods to accurately determine how many users are online, aggregated by geography, income, and age.[35][36][37] Correcting the Comscore data requires having accurate demographics about the larger pool of users. However, some Comscore users are recruited without being asked to give demographic information and, in other cases, users may not be truthful about their demographics. To ensure the accuracy of the data, Comscore verifies its users' demographics during the course of measuring statistical data.[38]
The corrected data is used to generate reports on topics ranging from web traffic[39] to video streaming activity[40] and consumer buying power.[41]
In April 2020, Comscore launched a faster local TV rating service -- with a turnaround of 48 hours, as opposed to the previous two weeks span it takes TV stations to get TV ratings data.[42]
Unified Digital Measurement[edit]
In May 2009, Comscore introduced Unified Digital Measurement (UDM), a digital audience measurement tool that blended panel and census-based measurement approaches. The methodology calculates audience reach without being affected by cookie deletion and cookie blocking/rejection.[43]
Campaign measurement[edit]
Comscore debuted Campaign Essentials in 2010 to measure how digital campaigns are reaching their audiences. In March 2012, Comscore launched validated Campaign Essentials (vCE), which introduced the notion of “validated” impressions.[44] In January 2013, Comscore announced that it had evaluated 4,000 campaigns for clients covering more than 75 advertising agencies.[45]
Alliances[edit]
The Coalition for Innovative Media Measurement (CIMM) and Comscore work together to measure three-screen users and their behavior with content and advertising across television, Internet, and mobile.[77]