New: A tool to measure TV + online

ComScore has beaten measurement rival Nielsen in the battle of combined online and TV measurement tools.

Monday comScore said it’s rolling out Xmedia, a new platform for measuring audiences across the two platforms.

The company says it will measure unduplicated viewers and has been made available after extensive testing.

Nielsen has been working on a similar tool but has not yet rolled it out.

Media buyers and planners have been pushing for such a service for years, as the consumption of online video has grown. They want to get a better idea of what’s been watched where so they can move their clients’ advertisements accordingly.

However, for years TV and online have been measured by completely different programs, so an apples-to-apples comparison has been impossible.

Still, there are caveats with Xmedia. Like Nielsen’s yet-to-be-introduced service, it has not received accreditation from the Media Rating Council.

Tags: comscore, measurement, nielsen, online, online and tv audiences, online audiences, research