The feature combines Comscore’s Exact Commercial Ratings (ECR) data and Kochava’s marketing mix modelling to allow marketers to understand how linear TV advertising campaigns impact online and offline behaviours.

Metrics covered by the tool include mobile app activity, such as installs and in-app purchases, website activity and merchant-level purchase data.

Steve Bagdasarian, chief commercial officer at Comscore, said: “Linear television has always been a powerful tool for achieving efficient reach and frequency, yet its impact has been underrepresented in the cross-channel performance equation.

“We’re excited to introduce an innovative solution that offers marketers attributable insights into how linear TV ads specifically influence both online and offline outcomes.”

Charles Manning, chief executive officer at Kochava, added: “Based on the cross-channel behaviours that we can attribute to linear TV, brand managers can now better allocate and optimise their spend to business outcomes.

“Traditionally marketers have bought digital media and measured clicks, page visits or social discussions. Now, they can apply a performance lens to a historically brand- and reach-oriented environment and get real digital signals and real digital outcomes from it.”