MUMBAI: Crackle, Sony Picture Television‘s free ad-supported video streaming service, has partnered comScore to launch a first-of-its-kind all-platform audience measurement deal.

This initiative will leverage comScore‘s audience measurement techniques to produce unduplicated audience size and demographics across the entire Crackle entertainment network, which includes all screens and platforms - online, mobile/tablet, connected TV and game consoles.

Data will be available during the second quarter and Crackle will be the first in the industry to use this methodology to provide advertisers with comScore video audience measurement for all of its devices and 20+ apps.

comScore said that its proprietary methods leverage census-level media measurement that produces audience samples numbering in the millions, far surpassing traditional TV audience counting methods.

In addition, this census-level reporting - which provides enough common touch points between each platform to determine cross-platform overlap - serves as the basis for comScore‘s multi-platform audience de-duplication techniques.

"Before this new capability, there had been no audience measurement of connected TV and game consoles, so publishers and networks could not provide an unduplicated audience number," said Sony Pictures Television executive vice president, digital and Crackle GM Eric Berger.

"With the help of comScore and their revolutionary approach, we can now provide advertisers with measurement that includes the audience size and demographics across all of Crackle."

"Our development of this multi-platform attribution technique cracked the code for determining a single unified audience number across platforms, and we designed it with the knowledge that it could theoretically scale to accommodate the growing number of media channels today," said comScore President of Commercial Solutions Serge Matta.