Audience Measurement

With the diversification of audio-visual services provided by different market players and over different networks, audience measurement becomes an increasing factor for advertising based business models.

Stakeholders depend on a harmonised reporting of all media content consumption delivered via different technologies (simulcast and on demand). The content producers can manage these requirements only if they are standardised.

The project, created in 2009 aimed at

• Finding the requirements needed for such a reporting and the possibilities of its standardisation
• Analyzing the position of the different players of the value chain on audience measurement ecosystem
• Providing an overview of existing media measurement methods in different European markets; a description of the standards of the future measurement methods; an overview of actual research and development work for audience measurement in Europe.

In October 2009, the group organised a workshop "Audience Measurement for Mobile Media Consumption".

After the workshop, guidelines for the measurement of mobile media content consumption have been drafted. However, the discussion of the guidelines was stopped due limited interest in its further development.

The work item was chaired by Jürg Bachmann, Goldbach Media.