Consortium to Explore New TV Audience Measures

Media firms Sky, Adobe Systems, TVbeat and Alphonso have set up a consortium, which will work with the European TV industry to explore new developments in measurement and data. Areas of focus include advanced targeting, audience profiling, viewability and advanced analytics.

The consortium will build on the work of Europe's Joint Industry Committees (JICs) and TV audience measurement providers, with support from European TV/radio trade association egta, and the European Association of Communications Agencies.

The group will be managed by research and strategy consultancy MTM, and is hosting a series of seminars next month. A report summarising its conclusions and recommendations will be published in the second quarter, after which it will be rolled out to industry stakeholders. Philip Duffield, Adobe Advertising Cloud MD, EMEA, says the partners believe there is a large opportunity to introduce advanced audience measures across linear, addressable and connected TV, but that the industry must work together to make this happen.

Katty Roberfroid (pictured), Director General of egta, adds: 'Regardless of the side of the industry we work on, the general consensus is that the lack of harmonisation in standards and metrics must be addressed. We believe that the TV industry must take a pioneer role to foster improvement in this field. Through the AV Currency Working Group, our latest insight publication on advances in hybrid television audience measurement and other upcoming initiatives, egta's goal is to continuously contribute to the on-going discussions and contribute to the creation of the new generation of television audience measurement'.

Web site: www.egta.com .