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databases for different screens. Furthermore, the
established high standards of television audience
measurement must be used as the benchmark for
future measurement solutions. For sales houses,
the ultimate goal is to deliver equivalent metrics
for both cross-screen advertising campaigns and
traditional television campaigns, especially reach,
frequency, demographics and viewing duration.
their sales houses – egta believes in a viewer-cen-
tric approach. Future TAM systems therefore need
to be tailored to make the most of the combined
benefits of television and Video On Demand (VOD),
rather than exposing the differences between the
two, and egta therefore recommends that – wher-
ever possible – TAM operators aim for a holistic
system that covers all video exposures in a single
harmonised database and avoid creating different
In brief, egta’s recommendations are as follows:
• A
viewer-centric approach
that includes any
viewer’s audiovisual contacts across any screen
in the same database, rather than silos tailored
to capture individual screens separately;
• A
new measurement set up using the reliable,
panel-based TAM as a basis
(i.e. that continues
to reflect the existing television currency; pro-
viding notions of duration and not only reach)
while integrating video census data;
• A
hybrid product
: a single currency based on
more than one measurement;
• The
harmonisation of advertising metadata of
all video content
as well as the monitoring of
the new measurement by TAM organisations
and auditing by a third party to ensure the va-
lidity of data and full transparency;
• A system that allows for the
possibility to break
down the data between devices
and to show
how integrated, multi-screen video campaigns
can help build incremental reach and drive traf-
fic from one medium to another;
• The possibility of having
separate trading and
planning currencies
if that facilitates appropri-
ate measurements for different purposes.
/ / Introduction to egta’s AV
Currency Working Group
Since 2011, representatives of egta’s member
television sales house members and experts from
the industry, most notably from audience mea-
surement Joint Industry Committees (JICs) and
service providers, have met frequently. The prin-
ciple objectives of the group have been threefold:
Firstly, to share experience and knowledge across
markets on new developments in audiovisual (AV)
audience measurement. Over time, this has be-
come increasingly focussed on efforts towards
hybrid methodologies that can capture AV viewing
across all devices and screens.
Secondly, to define common objectives and guide-
lines for the industry with regards to AV audience
measurement.
And thirdly, to engage with other industry stake-
holders, such as media agencies and advertisers,
to ensure that the evolution of television audience
measurement and AV measurement meets the
needs of the advertising industry at large.
egta published its
Guidelines for the future of audio-
visual audience measurement
in 2014, which pres-
ents the view of television sales houses and offers
recommendations for best practices in developing
TAM-based methodologies to measure audiovi-
sual content regardless of when, where, and on
which device this viewing takes place.