CMF announces a partnership with comScore to implement an automated digital media measurement tool

Toronto, September 19, 2012 - The Canada Media Fund (CMF) announced today that comScore has been selected to collaborate on implementing an automated digital media (“DM”) measurement tool.  ComScore will also provide operational and technical support to the CMF and its digital media applicants for the collection of performance data for digital media projects funded through the CMF’s programs.

During the extensive consultation process that led to the launch of a Digital Media Performance Measurement Framework in May 2012, the CMF’s Digital Media Measurement Advisory Committee and stakeholders expressed the need for an industry standard for digital media measurement. The CMF responded by establishing a baseline of common metrics and key performance indicators and developed an online self-reporting tool for digital media producers and broadcasters. 

"ComScore’s extensive experience in digital analytics deployment and tools is a first step towards the automated collection of data for CMF-funded digital media projects,” said Julie Look, CMF Director of Research. “We are pleased to add this resource to our existing mechanisms for reporting on CMF-funded productions.”

ComScore is already well established in Canada with their widely-adopted Media Metrix solutions used by broadcasters and advertising agencies. For the CMF, comScore will deploy Digital Analytix, which is a robust solution designed for content publishers used globally by major media organizations such as BBC, Bloomberg, Canal Plus, M6, Microsoft, TV5, and Virgin Media.  Digital Analytix generates data quickly through powerful analytics that adapt to a company’s environment, is easy to operate, and compiles both web and multi-platform data. This approach aligns with the scope of the CMF’s mandate, both in terms of volume and the diversity of projects funded. 

“The comScore Digital Analytix team is thrilled to have been selected by the Canada Media Fund as their preferred analytics provider,” said Bryan Segal, Vice President of Sales. “The CMF’s emphasis on innovation and client focus is a strong match for our flexible and enhanced platform. We anticipate significant data-driven benefits for all parties as a result of this partnership. Having a synergistic measurement across all funded projects will help to monitor and define digital key performance indicators for Canadian producers.”

The CMF will deploy Digital Analytix for all digital media projects funded through the Convergent Stream and Experimental Stream.  Phase 1 will focus on projects with a Beta Version scheduled date of October 1, 2012 through December 31, 2012. Phase 2 will follow and will cover projects with a Beta Version scheduled date of April 1, 2012 through September 30, 2012. Producers of these projects will receive tagging specification guides from CMF, as well as support for implementation.

About the Canada Media Fund
The Canada Media Fund (CMF) champions the creation and promotion of successful, innovative, Canadian content and software applications for current and emerging digital platforms through financial support and industry research. Created by Canada’s cable and satellite distributors and the Government of Canada, the CMF aspires to connect Canadians to our creative expressions, to each other, and to the world. Visit

The CMF publishes, a website designed to showcase and celebrate Canada’s creative talents and screen-based productions from television productions to games, web content, and software and applications.


For more information, please contact:

Media Contact:
Pierre Campeau
Communications Manager
[email protected]

Industry Contact:
Julie Look
Director of Research
[email protected]
(416) 214-4426


Catalina Briceño
Director of Industry and Market Trends
[email protected]
(514) 496-4315