The U.S. Patent and Trademark Office has awarded a patent to Comscore for its Personifying Viewership Data solution, the company announced this week.
The product gives marketers a better understanding of person-level viewership across linear and connected TV channels and platforms by utilizing large samples of passively-collected household data to create predictive models of individual and co-viewing habits.
Personifying Viewership Data is already integrated into Comscore’s various solutions, which utilize a “Big Data” approach rather than viewership panels with a smaller amount of sampling. It also gives marketers a way of evaluating the viewership of a TV show, movie or sports event while preserving the privacy of individuals, Comscore says.
“Houses don’t watch TV, people do,” said Steve Bagdasarian, the Chief Commercial Officer at Comscore. “Today, every advertising dollar needs to work harder, and household-level data does not meet the needs of all marketers. Our patented personified viewing data gives marketers more confidence in demographic targeting both nationally and at the local level, which is where customer buying decisions are made.”
Comscore says it is able to give estimates on various demographics, including age and gender, by utilizing the modeling produced through its Personifying Viewership Data solution.
To date, Comscore has more than 130 patents in the United States. The company competes with other audience measurement firms like Nielsen and VideoAmp.
