Update on the Evolution of comScore Media Metrix 360

Linda Abraham, CMO, comScore writes: We’ve also discovered instances that illuminate some of the limitations of panel-based measurement. While we have numerous instances where a panel performs extraordinarily well in measuring audiences, there are some types of sites that can be more difficult to measure with a panel, including those visited by heavy Internet users from work computers and certain niche audiences. Huffington Post is one site that falls into both these categories, which has led to a substantial increase in its unique audience counts under the hybrid methodology. On the other hand, we’ve found that other sites -- including Netflix.com, Monster.com, Mashable.com, and others -- show minimal changes under the 360 methodology. More...