egta guidelines for audiovisual measurement

egta, the association of television and radio sales houses, has published guidelines for the future of audiovisual audience measurement

The evolution of audience measurement tools – and as a result, of planning and trading currencies – is one of the keys to the television advertising industry’s success. Numerous initiatives are being taken by industry partners all over the world and egta believes it is important not only to contribute to the debate, but more importantly, to allow broadcasters and their sales house to drive change and lay the foundations for any future solution.

Over the last few months, egta has worked on a necessary framework for the evolution of audiovisual audience measurement in the television industry. The guidelines are the result of working group meetings, communications with members as well as discussions with industry partners.

These recommendations were approved by egta’s Board and are to be considered as a reference framework to help the industry – be it broadcasters, JICs, measurement companies or other actors involved – to develop and implement a most effective audiovisual measurement system that includes content on all existing screens and measures all eyeballs.

All audiovisual content viewing should be measured regardless of when, where and on which device (ATAWAD) this viewing is taking place. Therefore, in a nutshell, egta recommends:http://www.asi.eu.com/2014/05/28/egta-guidelines-for-audiovisual-measurement/