Audience measurement bodies form GAMMA
BARC (India), Médiamétrie (France), Numeris (Canada) and Video Research (Japan) have announced they will collaborate on future audience measurement initiatives including the development of common technical standards and operational processes, in order to benefit the existing currency services each member operates, in their respective market, through their current organisation and measurement partners. The four founding nations collectively account for a total population of more than 1.5 billion and represent a combined advertising spend of $78 billion (15 per cent of the worldwide total).
The collective group will be known as the Global Alliance for the Measurement of Media Audiences (GAMMA).
Brad Bedford, a veteran audience measurement executive, has been appointed Global Managing Director for this alliance.
GAMMA aims to leverage the collective knowledge and sector expertise of each member to advance audience measurement solutions worldwide. Through closer cooperation, the participants intend to identify strategies and solutions that are more transparent and standardised. This will ensure greater efficiency, consistency and scope for audience measurement providers and their partners from this point forward.
“Audience measurement across the world needs to constantly innovate to keep pace with emerging trends. We at BARC India have always been open to learning from our global counterparts and this international alliance offers a tremendous platform to not only learn from our peers, but also to contribute.” said Partho Dasgupta, CEO, BARC India. …
… read on at advanced-television.com
Originally posted at Advanced Television
15th May 2019