Comscore Introduces ‘Motion pictures In all places’ Cross-Display screen Measurement System – .
As the type and business of feature films change almost daily, Comscore has announced a new cross-screen measurement system called “Movies Everywhere”.
The offering offers daily sales reports across various release windows and platforms, including a new reporting system to track cash yields.
Census-based checkout data and transactional video measurement capabilities are being combined for the first time, the company said. Granular and expanded audience information is now connected across the box office, transactional on-demand videos, OTT rentals and streaming views. The aim is to map box office revenues with demographic characteristics, the mood of the audience and consumer behavior.
Comscore completed a merger with Rentrak, the leading checkout data company, in 2016. Nielsen is still the dominant player on the TV side. With streaming blurring the lines between TV and film, new film tools were recently announced, including a VOD tracker.
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In a press release announcing the new product, Comscore emphasized: “The prestige, exclusivity and revenue generating power of cinemas are undeniable.” “The increasingly complex market” means that products like “Movies Everywhere” “are an integral part will be in the creation of strategic initiatives and the decision-making process of businesses across the entertainment ecosystem “.
The announcement comes at a sensitive time for Hollywood studios, whose traditional business is all but gone by 2020 and early 2021. In the US, box office receipts have dropped nearly 90% and cinemas in key markets are either closed or severely restricted due to Covid -19.
“The indisputable reality is that the pandemic has forced all of us to ditch conventional wisdom and take a fresh look at the way we work,” said Paramount’s sales director Chris Aronson said. “We are confident that people will return to theaters. However, with more choices about how content is consumed, we need new solutions to truly understand audience behavior as they engage with content on their terms and on their screens. One thing that hasn’t changed is that the customer is always right. We all have to adapt. “
One element of the new offering, which Comcast describes as a “significant improvement,” is the ability to track the demographics of moviegoers as well as those who have viewed advertisements. In the face of rapidly evolving media consumption patterns, studios can take advantage of this critical intelligence – including national and regional audience intelligence – to identify behavioral trends that can help identify optimal release windows.
“We’ve seen incredible changes in audience behavior over the past year in the way people consume content. As a result, the industry needs to reinvent the way we measure audience engagement, ”he said Erik Lomis, Sales Director for United Artists Releasing. “We are pleased that Comscore is always one step ahead when it comes to measuring film performance. Going forward, it will be important to have a complete picture of the cross-platform performance of content. “
Bill Livek, CEO of Comscore, said Movies Everywhere is following a current pattern for the measurement company. “Just like we delivered the first transparent studio share reports and the first analysis of the promo conversion of Movies on Demand, we are innovating again to allow studios to consider reinventing their strategies and in this new era to be successful, “he said. “We are uniquely positioned to deliver smarter audience insights that ultimately contribute to the success of the entire ecosystem.”