With the average home having 10-12 devices not including linear TV, comScore execs say they now calls homes “devices” because of the rising flow of content streams pouring in and out of dwelling units from a plethora of gadgets.
In an effort it hopes will help it plan for the future of video, NBCU has enlisted Google and ComScore to reveal how viewers watch the Olympics across screens including the iPad.
The Coalition for Innovative Media Measurement — a consortium of media and advertising companies that includes AT&T, Microsoft, News Corp., Time Warner and Comcast, among others — said it will conduct two pilot tests with Arbitron and ComScore aimed at monitoring the behavior of so-called three-screen users who watch video with a bevy of different devices.
