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comScore Introduces Extended Video Reporting in China to Deliver Granular Insights into Online Video Consumption at the Programme Level

2017-06-29 10:00
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Development Underscores comScore's Commitment to Deliver Robust Video Measurement Solutions to Its Markets Worldwide

BEIJING, June 29, 2017 /PRNewswire/ -- comScore today announced the launch of Extended Video in China. The new offering delivers programme-level insights into online video consumption, providing granular data into the content viewed, who is watching and viewers' engagement across the video ecosystem on a weekly and daily basis. This development in China underscores comScore's continued commitment in delivering robust video measurement solutions to its markets around the world.

"As part of our promise to bring quality, innovative measurement to China, we are excited to introduce extended video reporting to the industry," said Huang Xinyu, Senior Vice President, Managing Director, Greater China at comScore. "With the explosive growth of online video programmes in China, it is critical for content owners, publishers, advertisers and agencies to have an even deeper understanding of their audiences and the marketplace. Our latest offering provides granular data and insights into online video consumption at the programme level to help inform better content and advertising decisions."

"We are so impressed with the comScore Extended Video offering, as it delivers informative, efficient and user-friendly reporting on online video consumption insights," said Wai Ren, Data Analysis Director, Youku Tudou Inc. "We are looking forward to even more of these programme-level data and insights in future developments of the service."

Leveraging comScore's robust online panel, comScore Extended Video provides weekly and daily insight into consumers' online video viewing behaviours across a variety of measures, including content (programme level, category/genre level), duration (total minutes, videos per viewer, minutes per video), viewers (unique viewers, percentage reach) and demographics (age, gender, household size, presence of children and city/region). With this reporting, content owners and publishers can better understand their audiences, inventory and competition, while advertisers and agencies can more effectively plan, evaluate and optimise their campaigns to achieve their objectives.  

Key findings from data from the week of 30 January 20175 February 2017 include:

  • "三生三世十里桃花" was the top TV drama in terms of both audience scale and total videos. However, despite having the third largest audience, "孤芳不自赏" achieved more than 43 percent more views than "射雕英雄传", which had a larger audience.
  • "三生三世十里桃花" was also the number one TV drama among viewers aged 45+, but only 5th for under 25s. In contrast, the most watched TV drama for under 25s "于成龙" did not make the top 10 for the older demographic.
  • Some syndicated TV drama programmes across the web achieved over 4 times as many views as even the most popular exclusive TV drama programmes.

To learn more about comScore Extended Video, please contact us or download our product overview.

About comScore
comScore is a leading cross-platform measurement company that measures audiences, brands and consumer behaviour everywhere. comScore completed its merger with Rentrak Corporation in January 2016, to create the new model for a dynamic, cross-platform world. Built on precision and innovation, our data footprint combines proprietary digital, TV and movie intelligence with vast demographic details to quantify consumers' multiscreen behaviour at massive scale. This approach helps media companies monetise their complete audiences and allows marketers to reach these audiences more effectively. With more than 3,200 clients and global footprint in more than 75 countries, comScore is delivering the future of measurement. Shares of comScore stock are currently traded on the OTC Market (OTC:SCOR). For more information on comScore, please visit comscore.com

Cautionary Note Regarding Forward-Looking Statements
This release contains forward-looking statements within the meaning of Section 27A of the Securities Act of 1933 and Section 21E of the Securities Exchange Act of 1934, including, without limitation, expectations as to the financial and operational effects of the Extended Video product. These statements involve risks and uncertainties that could cause our actual results to differ materially, including, but not limited to: the features and characteristics of the products, the rate of development of the digital marketing intelligence, Internet advertising and e-Commerce markets; the growth of the Internet as a medium for commerce, content, advertising and communications; and the acceptance of new products and methodologies by the industry, including existing and prospective clients. 

For additional discussion of risk factors, please refer to comScore's respective Annual Reports on Form 10-K, Quarterly Reports on Form 10-Q and other filings comScore makes from time to time with the Securities and Exchange Commission (the "SEC"), which are available on the SEC's website (www.sec.gov).

Investors are cautioned not to place undue reliance on our forward-looking statements, which speak only as of the date such statements are made. comScore does not intend or undertake any obligation to publicly update any forward-looking statements to reflect events, circumstances or new information after the date of this press release, or to reflect the occurrence of unanticipated events.

Source: comScore

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