LONDON, June 30 /PRNewswire/ --

- Award Winning Study in Partnership with the U.K. Mobile Operators Brings Greater Clarity to Mobile Media and Advertising Measurement

comScore, Inc. (Nasdaq: SCOR), a leader in measuring the digital world, and the GSMA, the body that represents the worldwide mobile communications industry, today announced that they have received the coveted award for Business Intelligence at the 2009 Meffys Awards, held on May 27 at the Floridita club, London.

The award from the Mobile Entertainment Forum was given to comScore and the GSMA in partnership with all U.K. operators, recognizing technical innovation in the area of mobile media and advertising measurement by using real, anonymised, aggregated mobile audience data. The winning entry was based on the results of a feasibility study, part of the GSMA's Mobile Media Metrics programme, that has created a measurement process for mobile browsing which respects the privacy of mobile users and provides rich planning information for the media and advertising communities.

comScore is delighted to accept this award in partnership with the GSMA, Telefonica O2 UK, Vodafone, Orange, T-Mobile International and 3, said Paul Goode, comScore SVP of Mobile Census Solutions. The Business Intelligence Award recognises the GSMA and the mobile operators' commitment to developing definitive metrics and analytics to support mobile media, thereby enhancing transparency and media accountability to enable increased advertising investment in the medium.

The GSMA and its membership are committed to delivering a measurement solution that will drive growth in mobile media, to the benefit of consumers and all players in the mobile industry, said Henry Stevens, Director of Media and Entertainment, GSMA. comScore has been technically innovative in helping us achieve our objectives, through developing a measurement solution that will enable Operators to deliver valuable metrics to the industry while respecting customer privacy through the irreversible anonymisation of all data involved. As important, comScore has delivered at every stage of the project, and we are very pleased to have received joint recognition for this project from the industry.

MEF's Executive Director, Rimma Perelmuter, said: Congratulations to comScore, the GSMA and all the U.K. operators for advancing audience measurement metrics for the U.K. market, set to have a seminal impact on the industry.

Mobile Media Metrics Feasibility Study

The results of the study, based on a sample of anonymised data from U.K. mobile operators, revealed that operator sites continued to command the largest audiences in December 2008, with 68 percent of U.K. mobile users visiting operator portals. Google was the top non-operator portal destination and Facebook proved to be the top mobile site by time spent browsing, with other social networking sites also featuring strongly. In total, visitation to more than 167,000 mobile Internet sites was observed during the feasibility study.

Unified Cross-Platform Audience Reporting

The award comes on the back of comScore's recent unveiling of Media Metrix 360, a new and comprehensive panel-centric hybrid approach to online audience measurement that combines person-level measurement with Web site server metrics and will provide visibility into the entire universe of Internet usage, including mobile devices. This capability makes Media Metrix 360 the perfect complement to mobile network-centric census measurement, such as that pioneered by the award-winning feasibility study.

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About the GSMA

The GSMA represents the interests of the worldwide mobile communications industry. Spanning 219 countries, the GSMA unites nearly 800 of the world's mobile operators, as well as more than 200 companies in the broader mobile ecosystem, including handset makers, software companies, equipment providers, Internet companies, and media and entertainment organisations. The GSMA is focused on innovating, incubating and creating new opportunities for its membership, all with the end goal of driving the growth of the mobile communications industry.

About comScore

comScore, Inc. (NASDAQ: SCOR) is a global leader in measuring the digital world and preferred source of digital marketing intelligence. For more information, please visit

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Daniel Lowther of GSMA, +44-7747-636-687,; or Jamie Gavin of comScore, Inc., +44-(0)207-099-1775