The cross-platform tool, called Comscore Content Measurement, provides content owners and creators with access to media measurement tools that provide an understanding of consumer behaviour across channels or platforms.

Comscore Content Measurement also helps users better understand viewing habits and analyse distribution and media placement strategies.

The tool will also provide a view of audience reach across linear television, connected television or streaming, PC, mobile and social media.

Steve Bagdasarian, chief commercial officer at Comscore, said: “Consumers aren’t living fragmented lives; they’re living connected lives with multiple ways to consume content across different devices and platforms.

“Our content measurement solution for brands will provide a holistic view of the many touchpoints consumers engage with throughout the day.”

In addition, Comscore has expanded its local currency partnership with Coastal Television’s Media Group.

The multi-year agreement, beginning this month, will see Comscore provide TV measurement and audience data across 12 of Costal Television’s US markets.

Bagdasarian said: “Coastal Television’s Media Group is a fantastic partner and we are excited to deepen our relationship with them as their leading measurement provider across 12 of their markets.

“We look forward to supporting Coastal Television’s continued expansion with advanced audience insights and unmatched measurement capabilities.”

Coastal Television founder and chief executive Bill Fielder added: “As Coastal Television’s Media Group continues to grow and acquire new stations, our partnership with Comscore positions both companies for sustained local market success.

“Comscore’s advanced measurement tools will allow Coastal Television to provide our clients with data-driven strategies to maximise their advertising effectiveness and grow revenue.”