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reason to be afraid of any challengers in the world
of video.
The first part of this report explores the current
needs and state-of-the-art in television audience
measurement, including the new technologies
and techniques that are being developed to cover
multi-screen and multi-device viewing, whilst the
second part offers an update on the progress sev-
eral advanced markets are making towards new
audiovisual measurement solutions.
After years of dedicated work, these efforts are
just starting to bear fruit, with the first market-lev-
el reports of online television viewing beginning to
emerge. There is much work to be done, and many
challenges to be overcome, before audiovisual
measurement attains the next level and becomes
as familiar as today’s daily TV ratings. Yet we feel
confident that in many markets TV channels and
sales houses are already well on their way towards
that goal. But we must keep the pace high.
We hope that you find this report of interest and
value. We invite you to contribute to and follow this
important area of development as egta continues
to help the television industry and our members –
through its AV Currency Working Group and other
initiatives – to move into a new era for audience
measurement, and thus into new opportunities for
growth and monetisation.
“TV is the first choice for
advertisers, offering great
reach, great storytelling
opportunities, sound
efficiencies and unrivalled
effectiveness.”