Personifying Viewership Data allows marketers to understand person-level viewership of linear and connected TV, including co-viewing, using predictive modelling based on samples of passively collected household-level data.

The tool, which is integrated into Comscore’s digital video, cross-platform measurement and TV products, combines panel data and other ‘big data’ sources to understand viewer demographics.

Using household-level observations of media consumption, Comscore personification estimates demographics, including age and gender, of the audience watching individual TV programmes.

Steve Bagdasarian, chief commercial officer at Comscore, said: “Houses don’t watch TV, people do. Today, every advertising dollar needs to work harder, and household-level data does not meet the needs of all marketers.

“Our patented personified viewing data gives marketers more confidence in demographic targeting both nationally and at the local level which is where customer buying decisions are made.”