Greater collaboration between comScore, known for its digital measurement capabilities, and Rentrak, which uses set-top box data to measure television viewing, could create a more formidable competitor to Nielsen NV, the biggest player in the media measurement space in the U.S. There’s growing demand for better measurement of content and ad campaigns across TV, the Web and mobile devices as marketers try to keep up with consumers’ shifting habits. Nielsen’s ratings are firmly entrenched as the main currency in the roughly $70 billion U.S. TV ad market, and it won’t be easy to eat into its dominance.
Source: WPP’s Sorrell Urges ‘Cooperation’ Between ComScore and Rentrak on Measurement – CMO Today – WSJ