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.
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.
It’s Not A Video Revolution, It’s TV’s Evolution
Sean Cunningham, CEO of the Cabletelevision Advertising Bureau: “TV content fuels the growth engine of American business. It delivers the scale and immediacy that big brands can’t build without. Getting a clear picture on all TV viewing is critical to advertisers. The obstacle is a measurement industry that hasn’t evolved with viewers’ content commitment. Until we have an industry-accepted, single-source measurement for viewing across all platforms, there won’t be complete transparency in video, and the full range of connections won’t be usable for marketers.”
