In a bid to capture and provide a more accurate overview of TV viewing figures, comScore will this week begin tracking viewing habits across multiple platforms, including mobile and tablets.
According to The New York Times today, the change will also tally viewing through “other streaming devices” and computers – it previously only tracked laptops and desktops – with mobile making up an increasing percentage of digital viewing figures, it was a notable omission for anyone wanting to measure true reach.
The move is a bid to broaden its offering and ultimately take on Nielsen’s TV rating system. Like comScore, Nielsen also failed to account for digital viewing figures until recently, resulting in criticism that it had fallen behind more nimble rivals. Its own mobile tracking platform rolled out mid-2014.
➤ ComScore to Tally Viewers Across Their Many Devices [The New York Times]