Comscore wants to bring its reams of media-measurement data right to the people who may be included in it.
The company, which analyzes TV viewership and movie box office, among other critical media-sector activities, is launching “The Scoreboard,” an interactive site that offers insight into how consumers watch and engage with various types of content.
“Something we have been thinking through is how do we actually communicate the full breadth and depth of our assets in a more interesting, may I say, a b-to-c way, more than b-to-b?” says Jackelyn Keller, Comscore’s chief marketing officer, during a recent interview. “We want to make it more accessible.”
The Scoreboard will be updated monthly and utilize Comscore distillations of data from TV viewership, social media and theatrical attendance, to illustrate various consumer trends. One module might demonstrate how news dominated local TV viewership across markets, while another might examine social-media chatter around Netflix’s “Squid Game.” Later this year, the company will make available one of its key reports, “State of Streaming Data” via the new platform.
Executives hope visitors to “The Scoreboard” will connect Comscore data to emerging trends. “With this, you can foretell what’s coming up, because the social media chatter tells you,” says Paul Dergarabedian, a longtime media analyst for the company. “It shows how, especially, I would say, with movies and television” how chatter builds ahead of a release or a new episode debut.
Comscore launches “The Scoreboard” after its largest rival, Nielsen, has found significant traction with “The Gauge,” a regularly updated chart that examines what percentage of overall video viewing is taking part on specific content platforms. Comscore hopes people who come to “The Scoreboard” see it as a place where they learn more than just about viewing comparisons. “Where people are spending their time streaming and watching Linear — that’s interesting, but what does it mean for my business?” asks Keller.
The destination will regularly examine box office and ticket sales as well as social buzz that is linked to viewing behaviors. But it will also highlight a range of different dynamics from month to month.
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