The Consejo de Investigación de Medios (CIM) and its Statistical Advisors Technical Comitee (COTAE) Reviewed the Comscore Enumeration Survey for a Correct Estimation of the Online Population
Mexico City, Mexico, January 28th, 2016 - Comscore (NASDAQ: SCOR), a global media measurement and analytics company, announced that Consejo de Investigación de Medios (CIM), considers that the Comscore Enumeration Survey methodology, a component of Comscore’s MMX®, fulfills its purpose satisfactorily. The successful review by CIM verifies that the projection of the sociodemographic structures of the internet population in the last 30 days is reliable, considering that will be applied in three waves, for keeping control and maintenance of the mentioned estimations for the Mexican market.
“The successful completion of the Enumeration Survey methodology review by CIM with COTAE’s participation is a significant achievement and we are pleased with the results,” said Ivan Marchant, Comscore Vice President of Sales Mexico and Central America. “At Comscore we remain committed to providing accurate information and greater relevance in the digital world. The approach of the Consejo de Investigación de Medios and their advisors for establishing joint projects to review methodologies allows us to always be at the forefront. This most recent review adds another level of confidence in the MMX reports for our clients and the industry.”
Comscore asked CIM for an external review of its methodology for collecting survey data and universe estimates of the online population, that are used in the weighting MMX® panel. CIM successfully completed the review and provided recommendations to improve the survey and design / implementation of the sample. On this basis, Comscore has implemented an action plan to address these recommendations with improvements that will have an impact on the estimates of the 2016 reports of MMX.
“The market needs confidence in the data it receives from supplier’s metrics in Mexico,” said Marcela Ceniceros, Operating Technical Director of the Consejo de Investigación de Medios. “We congratulate Comscore on their initiative to bring the Enumeration Survey under COTAE’s review and for the satisfactory results which we are sure reinforce the trust in its methodology.”
“After reviewing and implementing the recommendations that COTAE gave Comscore, we have seen that the proposal satisfies its purpose,” said Julio Carmona, member, of the COTAE. “The market can rely on the results of the Comscore Enumeration survey as it establishes a model of systematic review. We´ll keep close communication to know the final results scheduled in 2016.”
About ComscoreFounded in 1999 and headquartered in Reston, Virginia, Comscore, Inc. (NASDAQ: SCOR) is a global media measurement and analytics company that makes audiences and advertising more valuable. Comscore helps media buyers and sellers understand and make decisions based on how consumers use different media, such as TV, video, mobile, desktop and more. Through its products and partnerships, Comscore helps its more than 2,500 clients understand their audiences, know if their advertising is working, and access data where they want and need it. For more information on Comscore, please visit www.comscore.com.
About the Consejo de Investigación de Medios (CIM)The Media Research Council (CIM) is a civil association that since 1998 includes representatives of media agencies, research agencies, advertisers and media interested in regulating practices, development and evolution of media research, in order to promote consistency and certainty in the methodologies of quantitative and qualitative evaluation of the various communication platforms.
The Comité Técnico de Asesores Estadísticos (COTAE) is the entity created in early 2012 to give technical support in planning, evaluation and/or project development of the committees of this council. Its members are external advisors with national and international prestige highly specialized in different areas of knowledge related to media research.
COTAE provides specialized advisory in the development of CIM Committees´ projects. Likewise, it analyzes, validates and recommends methodological schemes in media research that allows efficient and accurate decision-making.
ComscoreRodrigo CeronSenior Director, Global Marketing Comscore, Inc.+52 (55) 6827-8330worldpress@comscore.com