Media companies join hands for new measurement methods

Media companies join hands for new measurement methods

MUMBAI: The unremitting arrival of newer media platforms has lead audiences to increasingly drift their consumption habits from television sets to computers and mobile devices. And therefore, there is an urgent need to develop fresh ways for measuring the size of their audiences, believe marketers.

As a result, 14 media companies and advertisers have come together to form the Council for Innovative Media Measurement to pursue finer methods to measure and track the change in this media metrics.

Referring to the fact that the new measurement system will not pose a threat to Nielsen Co‘s rating methods, members of the Council said that the consortium will look at identifying new methods of measurement and fund research that anyone can adopt.

Led by NBC Universal president - research Alan Wurtzel, the Council includes ABC, CBS, CNN, ESPN, Fox, MTV, NBC, GroupM, Starcom MediaVest Group Worldwide, Interpublic Group of Cos‘s Mediabrands and Omnicom Group.