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Crackle signs on to comScore’s all-platform measurement service
MUMBAI: Crackle, Sony Picture Television‘s free ad-supported video streaming service, has partnered comScore to launch a first-of-its-kind all-platform audience measurement deal.
This initiative will leverage comScore‘s audience measurement techniques to produce unduplicated audience size and demographics across the entire Crackle entertainment network, which includes all screens and platforms – online, mobile/tablet, connected TV and game consoles.
Data will be available during the second quarter and Crackle will be the first in the industry to use this methodology to provide advertisers with comScore video audience measurement for all of its devices and 20+ apps.
comScore said that its proprietary methods leverage census-level media measurement that produces audience samples numbering in the millions, far surpassing traditional TV audience counting methods.
In addition, this census-level reporting – which provides enough common touch points between each platform to determine cross-platform overlap – serves as the basis for comScore‘s multi-platform audience de-duplication techniques.
“Before this new capability, there had been no audience measurement of connected TV and game consoles, so publishers and networks could not provide an unduplicated audience number,” said Sony Pictures Television executive vice president, digital and Crackle GM Eric Berger.
“With the help of comScore and their revolutionary approach, we can now provide advertisers with measurement that includes the audience size and demographics across all of Crackle.”
“Our development of this multi-platform attribution technique cracked the code for determining a single unified audience number across platforms, and we designed it with the knowledge that it could theoretically scale to accommodate the growing number of media channels today,” said comScore President of Commercial Solutions Serge Matta.
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De Beers launches ‘A Diamond Is Forever’ centenary book
Visual retrospective traces 100 years of iconic slogan and cultural impact.
MUMBAI: De Beers just dropped a century’s worth of sparkle between two covers because when a four-word line becomes forever, even the book needs a forever title. De Beers Group has released A Diamond Is Forever: The Making of a Cultural Icon 1926–2026, a landmark visual retrospective celebrating 100 years of shaping the modern perception of natural diamonds. The book traces how the brand transformed diamonds from elite heirlooms into universal symbols of love, commitment and personal achievement, with rare archival material, campaign highlights and cultural commentary.
At its core is the legendary 1947 slogan “A Diamond Is Forever,” penned by N.W. Ayer copywriter Frances Gerety. The four words redefined diamonds as eternal promises, earning the title of the 20th century’s greatest advertising slogan from Advertising Age in 1999. The book explores how this idea and others like the “Two Months’ Salary” guideline and the “Right Hand Ring” influenced social rituals, female independence and consumer behaviour worldwide, including in India, where diamonds shifted from gold-centric traditions to emotionally resonant milestones.
Beyond marketing, it showcases collaborations with artists like Pablo Picasso, Salvador Dalí and Raoul Dufy, alongside icons such as Marilyn Monroe and Elizabeth Taylor. Later campaigns, including the 1990s “Shadows” series set to Karl Jenkins’ Palladio, reinforced diamonds as timeless and unique. The narrative also addresses today’s focus on provenance, sustainability and ethical stewardship, positioning natural diamonds as symbols of both enduring love and responsible luxury.
The book arrives as De Beers marks a century of innovation in luxury marketing, from the Great Depression to the era of conscious consumption, offering a rare window into one of advertising’s most enduring brand stories.
In a world where trends fade fast, De Beers didn’t just sell diamonds, it sold forever, and now it’s bound the proof in pages that will outlast even the hardest carat.
