The Coalition for Innovative Media Measurement (CIMM) has officially unveiled a new study focusing on the fluctuating economics surrounding currency-grade national TV measurement in the US. Guided by industry leaders Manish Bhatia and Josh Chasin, the initiative seeks to dissect the financial underpinnings of a multi-currency marketplace by engaging with media buyers, networks, data providers, and vendors.
Jon Watts, CIMM’s Managing Director, highlighted the industry’s commitment to enhancing the multi-currency marketplace through independent, commercially funded solutions. However, he also noted the persistent uncertainty regarding the economics vital for warranting investment in high-caliber measurement solutions. The emergence of innovative methodologies and collaborative strategies presents promising avenues for bolstering the overall economics of measurement.
The research will delve into several pivotal topics, including:
1. The evolving definitions and implications of currency.
2. Key cost components necessary for developing and sustaining quality currency-grade solutions.
3. The demand for various currencies from buyers and sellers, focusing on vital capabilities and distinctions.
4. The long-term commercial viability of multiple TV currencies.
5. Possible strategies to enhance the economics of the multi-currency marketplace.
Bhatia emphasised that the TV landscape will increasingly feature multiple platforms, necessitating measurement that balances traditional TV and streaming content, as well as advertising. Furthermore, it must support the growing demand for people-based measurement. This study is poised to ignite essential discussions and forge a viable path for the future of TV measurement.
CIMM has launched a new initiative examining the economics of currency-grade national TV measurement. Led by Manish Bhatia and Josh Chasin, the study will assess costs, revenues, and market dynamics in a multi-currency context. Key topics include evolving definitions of currency, sustainability of multiple currencies, and potential economic improvements within the marketplace.
In conclusion, CIMM’s new initiative promises to unravel the intricate economics of currency-grade national TV measurement. With the industry’s dedication to refining the multi-currency marketplace and the rapid evolution of digital platforms, this study aims to address key economic challenges and explore new opportunities for sustainable measurement solutions. CIMM’s effort marks a crucial step toward shaping a more efficient landscape in TV measurement.
Original Source: www.advanced-television.com
