The two companies will produce research on how and why cross-platform advertising works, as well as measurement of audience size, behaviour, engagement and effect.

Jeff Boehme, senior vice-president of TV research at Comscore, said: “Comscore’s massive scale of passively-collected audience consumer metrics combined with MediaScience’s global expertise in biometric and neuroscience applications will provide programmers, publishers and advertisers key learnings to enhance their businesses.”

Duane Varan, CEO of MediaScience, added: “MediaScience is looking forward to collaborating with Comscore on this initiative, by bringing best-in-class measures that address both the ‘what’ and the ‘why’ across platforms.”