Hasta La Creative!

LOS ANGELES (AdAge.com) — For all the hype about cross-platform media measurement in recent years, there hasn't been much progress made. So it's no small feat that ESPN was able to pull off something of a media miracle this past summer. ESPN XP, the company's landmark research initiative launched in conjunction with the World Cup, was the first program of its kind to track event-based cross-platform media behavior in the U.S., recruiting 15 different research partners and nine major sponsors. But what ESPN also accomplished was the first real read of multiscreen content consumption.