Comscore Launching Cross-Platform Movie Transaction Data Service

Comscore Jan. 25 announced new software that aims to report daily movie sales regardless of release windows and platform. This will include a new reporting system to track box office movies’ performances across all platforms.

Dubbed “Movies Everywhere,” the new product will meld Comscore’s census-based box office and transactional video measurement with OTT video rentals and streaming views. The service will measure a movie’s box office performance in combination with demographics, audience sentiment and consumer behavior, from the big-screen theatrical presentation to the small screen multi-platform release.

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“The undeniable reality is that the pandemic has forced us all to throw out conventional wisdom and take a fresh look at how we operate,” Chris Aronson, president of domestic distribution at Paramount Pictures, said in a statement. “We’re confident that people are going to return to theaters in force. But with more consumer choices for content consumption, means we need new solutions to truly understand audience behavior as they engage with content on their terms and their screens. We all have to adapt.”

Comscore will provide the ability to track and synthesize the demographics of moviegoers as well as individuals who viewed advertisements. In the face of rapidly-evolving media consumption patterns, studios could benefit from having audience information available at both the national and regional levels — to identify behavioral trends that can help inform optimal release windows.

“We’ve seen incredible changes in audience behavior over the past year in the way that people consume content,” said Erik Lomis, president of distribution, United Artists Releasing. “As a result, the industry needs to reinvent the way we capture audience engagement.”

Movies Everywhere is the latest in a series of product innovations that Reston, Va.-based Comscore has developed during the coronavirus pandemic, including a new and improved movies reporting and analytics suite and the release of its next generation movie theater management system.

“Just as we delivered the first transparent studio share reports and the first Movies on Demand promo conversion analysis, we are once again innovating to provide studios the consideration needed to reinvent their strategies and thrive in this new era,” said Comscore CEO Bill Livek. 

LG Takes Stake in TV Data and Measurement Firm

LG Electronics, through U.S. subsidiary Zenith Electronics, has taken a controlling stake of more than 50% in TV data and measurement firm Alphonso Inc.

The move is designed “to bring together the two TV industry leaders’ technologies and innovations in LG’s smart TV lineup,” the companies announced. 

“LG has made understanding customer tastes and consumer trends one of its highest priorities as part of its digital transformation strategy to deliver better customized services,” according to a press release.

LG plans to utilize Alphonso software and services — including Alphonso’s data analytics, media planning and activation, and Video AI capabilities — with its home entertainment products.

Alphonso’s combined offerings will enrich consumer services including content recommendations and LG’s own streaming service, LG Channels, to create a robust owned and operated first-screen, cross-device advertising platform with integrated analytics for the smart TV marketplace generally and for LG smart TVs specifically, according to the companies. 

Alphonso will continue to operate as an independent business under its current brand and leadership based in Silicon Valley.

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“Our investment in Alphonso is a key component of our digital transformation strategy focusing on AI, big data and cloud to fundamentally change how consumers interact with their devices,” said Park Hyoung-sei, president of the LG Home Entertainment Company, in a statement. “With Alphonso’s TV data analysis capabilities, LG will be able to better fulfill consumers’ needs by providing them even more customized services and content. We are proud to welcome Alphonso to the LG family.” 

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“LG and Alphonso have a shared vision for advancing the smart TV ecosystem through innovative software and services oriented toward modern new consumer experiences on one end, and highly flexible, lucrative advertising, planning, and measurement offerings for brands, agencies, and broadcasters on the other,” Ashish Chordia, founder and CEO of Alphonso, said in a statement.

“Becoming part of LG Electronics gives Alphonso the backing of one of the world’s leaders in home entertainment products, with access to a massive global inventory of connected TV screens,” he added. “We can now maximize our mutual impact on the TV marketplace as we bring our products together and deliver immense value for the ecosystem.”

Comscore Partnering with Snap for Content Viewership Data

Data measurement firm Comscore Nov. 5 announced a partnership with Snap to integrate Snapchat Discover traffic into Comscore’s digital audience measurement. The deal is expected to better qualify Snapchat traffic on both owned-and-operated and distributed content platforms.

“We are committed to helping our partners and advertisers have a better understanding of their audience in order to build long-term, sustainable business models,” said Nick Bell, VP of content at Snap, said in a statement. “Our integration with Comscore is another important step in our continued progress towards establishing valuable measurement practices.”

Indeed, Comscore in February said that 63% of U.S. households (59 million) with high-speed Internet streamed an average of 50 hours of OTT video that month – ranging from 20 minutes to more than three hours per day.

Better understanding its audience has been a priority since the social media platform earlier this year redesigned the Snapchat Discover app, including separating content – including video – from friends, celebrities and publishers into different categories.

The move angered many Snap users, including reality TV star Kylie Jenner, whose tweet that she didn’t use Snapchat much anymore resulted in a $1 billion market valuation drop.

Comscore said the new partnership affords a more “holistic” view of audience scale, with the addition of audience viewing of publisher’s content on Snapchat, to traffic from the publisher’s own entities.

“With so many consumers viewing content through social platforms, it’s vital that this consumption is adequately accounted for,” said Dan Hess, chief product officer at ComScore. “We are excited to partner with Snap to integrate Discover traffic into our digital audience solutions so both publishers and media buyers have a more complete view of audience size, engagement, and potential value.”