Arbitron in cross-platform research

The radio ratings giant is joining forces with comscore to deliver the first-ever coordinated media measurement initiative involving radio, television, computers, smart phones and tablets. The initiative will comprise the complementary methodologies of the two companies—census, panels and set-top boxes from comscore; and, naturally, the PPM from Arbitron.

The project’s first client, which will also collaborate on the design, is ESPN. According to Ed Erhardt, global customer marketing and sales president of that company, “The real value to this project from a media buying perspective is that the way consumers are using media will now be reflected in the way advertisers can invest in media.”