For Broadcast, 2024 Will Be The Year Of Multiple Currencies
True cross-platform measurement is also on the industry’s mind, while local linear TV measurement falls further behind.
Nielsen challengers Comscore, iSpot and VideoAmp were granted conditional certification as currency for buying and selling advertising by the U.S. Joint Industry Committee (JIC) set up by media companies to set modern standards for audience measurement in a multiplatform environment.
Buyers and sellers are still playing with alternative currencies such as VideoAmp, iSpot are Comscore, but nothing will take the place of C3/C7 ratings in a majority of this year’s upfront sales. Note: This story is available to TVNewsCheck Premium members only. If you would like to upgrade your free TVNewsCheck membership to Premium now, you can visit your Member Home Page, available when you log in at the very top right corner of the site or in the Stay Connected Box that appears in the right column of virtually every page on the site. If you don’t see Member Home, you will need to click Log In or Subscribe.
Industry Groups Chip Away At Currency Problem
The newly formed Joint Industry Committee aims to set measurement, currency standards by an aggressive March 1 deadline. Note: This story is available to TVNewsCheck Premium members only. If you would like to upgrade your free TVNewsCheck membership to Premium now, you can visit your Member Home Page, available when you log in at the very top right corner of the site or in the Stay Connected Box that appears in the right column of virtually every page on the site. If you don’t see Member Home, you will need to click Log In or Subscribe.
The media companies looking to form a joint industry committee to create standards for audience measurement have formally invited media agencies to join the organization. Letters were sent to all of the major agency holding companies Wednesday asking them to participate.
The measurement companies looking to offer alternatives to Nielsen were mostly supportive of the move announced Monday by major programmers to create a Joint Industry Committee that will standardize and design multiple currencies for buying and selling advertising.
Exclusives
Most of the biggest television programmers have banded together in a new attempt to fix what they see as an audience measurement problem and promote competition to Nielsen, ending its stranglehold on the industry. Comcast NBCUniversal, Paramount Global, Fox, Warner Bros. Discovery, TelevisaUnivision and the VAB said Monday they formed a Joint Industry Committee so they can work together to set standards for measuring what they call premium video, which generates $70 billion in advertising revenue.
