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.

For more information, please visit http://www.gsmworld.com or
worldpress@comscore.com

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 www.comscore.com/companyinfo.

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