Global audience measurement alliance unveiled | Ratings/Measurement | News | Rapid TV News
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An international broadcast audience measurement body is being established by BARC India, France’s Médiamétrie, Numeris of Canada and Japan’s Video Research.

Aiming to respond to technology advancements and the changing patterns of content distribution and consumption, the TV ratings organisations will collaborate to develop common technical standards and operational processes.

The four founding nations collectively account for a total population of more than 1.5 billion and represent a combined advertising spend of U$D78 billion (15% of the worldwide total).

“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 (pictured)PARTHO DASGUPTA ARC 15 May 2019.

Yuzuru Kato, president & CEO, Video Research Ltd added: “While each market behaves differently and has unique challenges, the single issue common to all audience measurement providers today is the ability to capture complete viewership, irrespective of screen. Innovation and collaboration remain the primary criteria and this expanded global relationship provides a major step towards that end”.

Veteran audience measurement executive Brad Bedford has been appointed global managing director of GAMMA. “There is an ever-increasing demand for cross device measurement internationally and the partnering of these audience measurement companies seeks to facilitate continued movement in that direction,” he said.

“We are confident GAMMA will be a source of great knowledge sharing and continued learning for the industry,” added Bedford.