Media measurement and international standards

Transparency, impartiality and measurement comparability are three of the seven principles underpinning the approach to regulating audience measurement in the EU. With the process underway the industry has established a collaborative body, The Coalition for Audience Measurement, to liaise with stakeholders and the regulatory authorities to contribute to a positive outcome for the industry.

This significant development was outlined to those attending this year’s asi International Radio & Audio and Television & Video Conferences in Venice by Stuart Wilkinson of Kantar and his presentation can be viewed here.

 
Whilst these developments clearly have implications for currency measurement across Europe, they are also significant for public service broadcasters like the BBC which don’t rely on advertising revenue. Some of the non-advertising related issues that are of concern were highlighted by the BBC’s Director of Audiences Nick North.

 
Yannick Carriou, Director General of Mediametrie then introduced an expert panel to discuss some of the more important challenges to be faced, not least the possibility of agreeing a set of international standards for audience measurement.