comScore and Rentrak have agreed to merge to create a viable TV audience measurement business rival to Nielsen. Interestingly this happens in a week when Viacom announced the findings of a first-ever Attention Study, aimed at trying to work out what programming US consumers are focused on (see worth noting). But why do we link the two? Well our industry is midway through a shift from watching video exclusively on a large box in the living room, to watching video at any time, and any place on any device. And it’s tough these days to have any idea of which screen a given individual is actually focused on. This is what creates the potential for a new ownership of the…