Measuring TV Today
The Metrics That Matter Now - The Media Odyssey Ep. 10
“Measurement is a hot mess”. It's not from me, it's from Jenny Bullis, CEO of Dentsu Media’s UK and Ireland, at the Media Research Conference in December.
This got us curious so Evan Shapīro and I chat all things measurement in the new episode of The Media Odyssey.
Why focus on measurement now?
According to eMarketer, 64% of U.S. ad buyers say cross-platform measurement is their number-one priority looking toward 2025 and let’s be honest, the same challenges plague just about every market around the world. As advertisers try to make sense of an ever-expanding universe of pay TV, broadcast, streaming, and digital platforms, the need for consistent, comparable data has never been more pressing.
This week also brings the 1st meeting of the French cross-media committee (oh what I would have given to be a fly on the wall for this one).
Who’s in that committee?
What’s cooking?
What’s the end goal?
Mediamat only applies to Television so it was about time we saw initiatives to measure the ever expanding video universe which will bring two new measures: a content & an advertising one.
At European level, a number of European joint industry committees (JICs), media owner committees (MOCs) and research companies created the AMC (Audience Measurement Coalition) to collaborate on pan-European audience measurement standards and to serve as a voice to European regulators on policy matters.
So much to cover in this episode. We’ll compare methods, definitions, debate whether a single currency is truly feasible, and talk about how big data, accreditation, and walled gardens all fit into the picture.
So whether you’re a brand trying to plan campaigns more effectively, a platform navigating a fragmented ecosystem, or simply a media aficionado, this episode is for you. Off we go.
We got more platforms here for you.
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That’s it for today but before you go:
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