Digital Reflection TV Meter Privacy Policy

The protection of your privacy is one of our top priorities (comScore, Inc. and VoiceFive, Inc. are collectively referred to as "we," "us," "our" and other similar terms). The personally identifiable information you provide to us will NOT be used by us, or anyone with whom we do business, to advertise or market products or services to you!

Before joining our program, enjoying the benefits of this program, and using our Digital Reflection TV Meter, you must review and agree to the terms and conditions below and provide and obtain consent to this agreement from anyone who is participating in the program – which include all of the individuals that watch a TV in your household. You must also agree to the terms and conditions of the User License Agreement and Patent Notice located at By joining our program, you agree to be bound by this privacy policy including the storage of the market research information provided by you on our computer systems in the United States.

What information is collected?

The tablet that you receive will be equipped with three Digital Reflection apps, as described below.

TV usage information, the “Listening App”: When you launch the Listening App and place the tablet near your TV, the Listening App will create patterns from the sounds it hears - the pattern being about 1/350th of the total sound. Because the pattern is so small a part of the total sound, it is impossible to recreate the original sound from which the pattern was extracted. The patterns are then compared against known patterns that are created directly from movies, TV shows and commercials.

One way to think about it is to consider a book. You could take every 350th letter from a book you know and create a certain pattern. Then you could take a book for which you didn’t know the title, create a pattern by collecting every 350th letter, and then compare that pattern against the patterns you have from books you know. The pattern would either match a known book, or would be a random bunch of gibberish from which you could not recreate the original text.

By using these kinds of patterns, we are able to measure which known movies, TV shows and commercials are being watched, without capturing any additional, unrelated information.

More specifically, the “Listening App” collects the following data every five minutes: decibel level, Wi-Fi signal strength, potential errors encountered and device time. The app also collects the following data during self-check in addition to the above: device battery life, whether microphone is functional, and whether device is plugged in. By collecting that data, the Listening App is able to create the patterns described above. The “Listening App” does not make voice recordings and will not record your voice or your individual voice patterns.

Who is watching TV, the “TV Check-In App”: As part of the registration process, we will ask you to list all of the permanent members of your household. We will take this list of participants and load it into the TV Check-In App on your tablet so that you can easily indicate who is watching the TV. You will also have an ability to add guests or non-members of your household manually at any time. Periodically, the TV Check-In App will prompt you to respond to a survey that simply asks: who is watching the TV. To make checking in as easy as possible, we will also make available a TV Check-In App that you can download on your personal device (such as your smartphone). If you install the TV Check-In App on your personal device, the App will use the device ID of your personal device to link that device to your account. The device ID will also be used to allow you to receive push notifications, which you can opt-out of if you so desire.

Maintenance, the “Utility App”: In order to make sure that the application is running properly, and to keep pace with changing TV and other video viewing technologies, the Utility App will be able to run periodic health checks – to make sure all of the Digital Reflection apps are functioning properly and upgraded to the latest versions. If any of the Digital Reflection apps are found to be in need of an upgrade, the upgrade will be implemented automatically. The Utility App will also be what you use to connect the tablet to your local Wi-Fi network. However, as stated above, any such upgrades will not change the functionality of the application beyond what is described in this privacy policy and user license agreement.

We will keep the information that our application collects for as long as there is a business need, and we will then dispose of it.

Basic Demographic Information: When you sign up for this program, we may obtain your contact information and some basic demographic information about you and the members of your household, information from companies through which you obtained or inquired about this program, or through the Digital Reflection TV Meter provided to you. As described above, we will also request information about the other members of your household so that we can better measure the TV watching in your household.

Your agreement to participate on this panel includes your agreement that we may collect your TV Data and Mobility Data from third party providers. Your TV Data includes items such as the channels and programs you watch and record, when the TV and set-top box are turned on and off, the on-demand programming you order, the interactive TV applications you use and other similar information including information available via APIs provided by cable service providers. Your Mobility Data includes information about your use of your mobile device, such as the type and configuration of your mobile phone, the websites you visit on your device, the date and time of those visits and use, as well as other similar information. This data may be collected directly from your TV and Mobility service providers and you expressly authorize those service providers to supply that information to us on your behalf. You also agree that we may integrate that information with the other data you provide us and that we obtain about you as part of this research community.

In addition, we may combine the information that you provide us with information obtained from other sources (such as consumer preference reporting companies, credit reporting agencies and companies that collect TV viewing information) using confidential matching procedures. In these cases, we will: (i) provide a data match processor with only the personal information necessary to perform a match and, infrequently, to assist us performing statistical analyses; (ii) establish procedures and legal obligations that prohibit use of the information received for any other purpose or disclosure of this information to anyone else; and (iii) require destruction of the received information after completion of the match and analysis. You also agree that we may use the information we have collected from you to identify your video viewing preferences. Your agreement to this policy shall serve as your consent to allow us to request data about your online activities from these third-parties and to combine that information with the information that you provide us directly or through the Digital Reflection TV Meter.

How is the information collected?

The Listening App collects the sound patterns as described above, and sends those patterns back to servers to check whether they match any known patterns in the database.

Your information is stored in the United States where our central database is operated. The data protection and other laws of other countries may differ from those of the United States. Your information may be processed outside of the United States, provided that the data protection laws of such processing location affords similar if not more protections than those afforded in the United States for the processed data.

How is the collected information used?

Market Research Reports: Applying concepts similar to those used by television-rating services, comScore uses the information collected through the Digital Reflection TV Meter, combined with information from other sources, to report on and make statistically-based projections about current and future video viewing behavior and, more generally, to extrapolate data about potential economic trends. Customers may use comScore’s market research reports to: (i) modify online services and offerings; (ii) make more effective use of online data to understand both online and offline commercial behavior; and (iii) discern general economic trends and the business performance of specific entities for a wide range of business purposes including, but not limited to, identifying financial investment opportunities and understanding the value and interest in certain business enterprises. For certain commercial customers, we may provide individual-level information. comScore makes this data available so that these customers may enhance their own understanding of TV and video viewing and video viewing trends. In all cases, comScore makes commercially viable efforts to automatically filter confidential personally identifiable information such as UserID, password, credit card numbers, and account numbers from the data being provided.

By Our Partners: For the purposes of this agreement and the associated User License Agreement, "Partners" are defined as a select group of companies that have asked VoiceFive to provide special research services. Our Partners use the information to create a variety of reports, including but not limited to market research reports that these Partners will use to understand the preferences of the market research panelists (in some cases by linking the information provided with other individual-level data collected independently by an individual Partner). The results of this research may be disclosed to third parties or publicly, but in ALL cases, NO personally identifiable information will be provided to such third parties or the public.

By Service Providers: From time to time, we may share your contact information with those third parties who help us deliver this program to you (for example, companies that administer incentive programs). When we do this, we provide only the necessary information for the service provider to perform its assigned function, and we contractually prohibit the use or disclosure of this information to anyone else unless you authorize it.

As Required by Law: In rare cases, and as is done by any other business, if we are compelled to disclose certain information through a valid legal process, such as a court order, subpoena, or a search warrant, we would do so. However, we would comply by providing only the minimum information necessary.

How is the information secured?

Safeguards: We have implemented a variety of safeguards (including physical, digital, and legal protections) focused on ensuring that the information collected through this program is protected from unauthorized use, modification, or disclosure. For example, any secure information collected by our application is encrypted before it is sent to our servers. Moreover, our employees are subjected to periodic evaluation and investigation, are contractually restricted on their use and access to personally identifiable information, and are educated and retrained as needed on internal security policies and procedures.

If you would like to access, modify, and/or request deletion of the personally identifiable profile information submitted by you as part of this program, you may complete a support form on our website, or e-mail our support staff at the e-mail address provided below.

What privacy commitments are made relating to specific participant benefits?

Please refer to our program’s web site, which lays out the privacy commitments that we make for the various participant benefits we offer. The terms of these commitments are incorporated into this agreement. Please note that each incentive program may have its own set of rules applicable to that particular offering; these rules are made available to you before you choose to participate.

What if I wish to stop participating in this program?

Resignation: You may resign at any time by contacting us at or by contacting the service provider who manages your support questions. That email address can be found in the communications you receive on a regular basis. Once you contact us through either of those methods, you will be provided with instructions on how to disconnect and return the Digital Reflection TV Meter and how to reconfigure any devices.

Stop Participating in Surveys: You may contact us at to alter how you receive, or to completely stop receiving, surveys.

Please note: we may continue to use information collected prior to resignation, but all such information remains fully subject to, and governed by, the applicable Privacy Policy and User License Agreement effective at the time of your resignation.

What is the policy regarding children?

All persons installing this Digital Reflection TV Meter must be at least 18 years old and must be the parent or legal guardian of any minor that is watching a TV in the household. Additionally, for any minors being registered as a guest through the TV Check-In App, if you are not the parent or legal guardian, you are required to obtain consent from the parent or legal guardian. All household TV behavior may be used by us in developing the statistical projections. This program complies with all applicable U.S. data gathering rules, including the Children's Online Privacy Protection Act (COPPA).

How will I be notified of changes to this Agreement?

If we change our practices in how we handle personally identifiable information, or if we materially change other aspects of our program, including but not limited to any changes to the scope or nature of incentives provided, we will post these changes on our website, and the changes will be effective immediately upon such posting. If you do not agree with any of the changes, you may stop participating in the program as described above.

International Visitors and the EU-U.S. Privacy Shield and Swiss-U.S. Privacy Shield Frameworks

Digital Reflection complies with the EU-U.S. Privacy Shield Framework and the Swiss-U.S. Privacy Shield Framework as set forth by the U.S. Department of Commerce regarding the collection, use, and retention of personal information transferred from the European Economic Area and Switzerland to the United States. To learn more, please view our EU-U.S. Privacy Shield and Swiss-U.S. Privacy Shield Statement.

Additional Information

This Agreement constitutes the entire agreement between comScore, VoiceFive, VoiceFive’s Partners and you with respect to the subject matter contained in the Agreement.

This Agreement is effective as of May 25, 2017.

Whom can I contact if I have additional questions?

The program sponsor is VoiceFive, Inc., a Delaware, U.S.A. corporation. If you have any questions about the above Privacy Statement & User License Agreement, our practices or your interactions with this site and this program, you may contact the program sponsor at:
Privacy Office
11950 Democracy Drive
Suite 600
Reston, VA 20190

LP 1721