© comScore, Inc. Proprietary and Confidential. 1 Congruent Fusion Process at a Glance Stage 1: Ensure the two universes (PMB and comScore) match  Internet users  Adults 18+  Imputation to ensure the matchup (PMB 19.4 mil; comScore 19.9 mil) Stage 2: Determine the fusion linkage variables  age, gender, region  “subsidiary variables”: household size; household income; presence of children Stage 3: Use weighted data from both surveys for the fusion  “split weight” technique Readership, website visiting, and product data are preserved

© comScore, Inc. Proprietary and Confidential. 2 Congruent Fusion Example: All Totals To Be Preserved TOTALS

© comScore, Inc. Proprietary and Confidential. 3  Website respondent #1 is Male and Young, with weight 10  Print respondent D is also Male and Young, but has different weight (15) Congruent Fusion – Step 1 Find Respondents with Matching Demographics

© comScore, Inc. Proprietary and Confidential. 4  Print respondent D is split into one fractional respondent with 10 weight and a second fractional respondent (DD) with the remaining 5 weight Congruent Fusion – Step 2 To Match Website #1 with Print D:

© comScore, Inc. Proprietary and Confidential. 5  Fused respondent 1-D has information from both databases:  Information from website respondent 1  Information from fractional print respondent D  Balance of print respondent D (weight 5) is then matched to someone else in website database with the same demographics (respondent 3) Congruent Fusion – Step 3

© comScore, Inc. Proprietary and Confidential. 6 And so on…  This “split weight” technique continues for thousands of cases using the power of specially created Congruent Fusion software.  The result…  All respondent weights in both databases are retained  Therefore, all data in both databases are retained