This report presents a snapshot of the impact of comScore’s Unified (e.g., hybrid server/panel) methodology, based on Internet audience data for October 2010.
• As of October 2010, over half of the comScore top-100 web properties were partially or fully tagged for unified measurement.
• On average, a comScore top-100 web property that goes partially or fully unified experiences a 43% increase in unique visitor (UV)counts relative to the panel-only metric.
• Only two web properties in comScore’s top 100 experienced UV declines under unified measurement relative to what they would have seen via panel-only.
• Sixteen percent of the firms on the comScore top-50 unified properties would not be there if they weren’t tagged for unified measurement; they displace eight properties from the top 50 panel-only ranker.