CIMM, ANA and 4A’s Launch Joint Study To Explore Industry Transition To A Multi-Currency TV Market

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Industry initiative will explore perspectives and experiences to develop practical recommendations in support of a successful transition toward a multi-currency TV market

NEW YORK, NY (May 5, 2022) – The Coalition for Innovative Media Measurement (CIMM), the Association of National Advertisers (ANA) and the American Association of Advertising Agencies (4A’s) today announced the launch of a new study to explore the industry’s transition to a multi-currency TV market in the U.S.

With a growing range of measurement providers being used by major networks, agencies and marketers to support TV advertising transactions, the industry now faces a more complex, competitive and, arguably, more innovative ecosystem. The study will assess the opportunities and challenges presented by the transition and will seek to develop practical recommendations that can help to ensure the success of the transition, supporting currency-grade measurement across ad-supported TV and video content on linear and non-linear platforms.

“There are good reasons to be positive about recent developments. CIMM’s members, across the industry, are largely optimistic that this transition will create new opportunities, drive increased investment in measurement offerings, stimulate innovation and facilitate the growth and development of advanced advertising across the market,” said Jon Watts, Managing Director at CIMM. “However, there are also important uncertainties about how the transition will work in practice, the implications for planning and buying, and the challenges of navigating across and between different measurement solutions, leading at least some industry participants – including smaller networks, major agency groups and advertisers – to voice concerns. Our goal with this study to identify priorities for industry collaboration and cooperation to support the industry during this transition.”

Working closely and collaboratively with the industry, the study will explore a range of issues, including:

  • Perspective on what is lacking in TV currency measurement.
  • Opportunities, challenges and risks presented by a transition to multiple currencies.
  • Steps that different TV networks are taking to support their ad sales, advertising clients and partners with measurement offerings.
  • Levels of confidence of key stakeholders about the ability of the industry to make progress in key areas.
  • Potential impact of the transition on advertiser investment and on the wider TV ad market.
  • Approaches different agency groups are taking to support their clients and to upgrade planning and buying tools and platforms.
  • Perspectives on standards and accreditation for currency measurement vendors.

Nathalie Bordes, EVP of Measurement for Marketers at the ANA, said: “It has been clear for some time that media and advertising measurement must evolve along with the consumer experience and advanced technology. So, this development for television is not unexpected, but nevertheless challenging. Our goal with this study is to help educate and inform the industry on how to transition from uncertainty to innovation in an increasingly complex transaction environment.”

Ashwini Karandikar, EVP of Media, Technology and Data at the 4A’s, added: “Unlike media owners who see a revenue benefit from a multi-currency TV market, agencies are revenue neutral in the measurement process. In serving our members and advocating for the industry at large, our goal is to ensure transparency in the measurement methodologies in order to eliminate the complexities for our members. The 4A’s is thrilled to partner with CIMM and the ANA on this important study to give us a view into the transition and provide the necessary guidance for our members so they can assess how to move forward with their measurement protocol and processes.

CIMM, the ANA and the 4A’s will work with a consulting partner to deliver the project. For more information about the study, please contact:

About CIMM

The Coalition for Innovative Media Measurement (CIMM) is comprised of leading TV and video content providers, media buying agencies, large advertisers, pay TV distributors, research and media technology vendors and consultants that aim to promote innovation and foster efficiencies in audience measurement for television and cross-platform video. In 2018, CIMM was acquired by the ARF (Advertising Research Foundation), with the goal of expanding the categories of members as well as its initiatives. CIMM initiatives to date have included exploration and identification of new methodologies in cross-platform audience measurement, with verification of these approaches through pilot tests and studies conducted with independent measurement companies. CIMM’s focus has been on two key areas: the current and future potential of television measurement through the use of return-path data, and new methods for cross-platform media measurement. For more information, visit

About the ANA

The ANA’s (Association of National Advertisers) mission is to drive growth for marketing professionals, brands and businesses, the industry, and humanity. The ANA serves the marketing needs of 20,000 brands by leveraging the 12-point ANA Growth Agenda, which has been endorsed by the Global CMO Growth Council. The ANA’s membership consists of U.S. and international companies, including client-side marketers, nonprofits, fundraisers, and marketing solutions providers (data science and technology companies, ad agencies, publishers, media companies, suppliers, and vendors). The ANA creates Marketing Growth Champions by serving, educating, and advocating for more than 50,000 industry members that collectively invest more than $400 billion in marketing and advertising annually.

About the 4A’s

The 4A’s was established in 1917 to promote, advance, and defend the interests of our member agencies, employees and the advertising and marketing industries overall. We empower our members to drive commerce, spark connections, and shape culture through infinite creativity. With a focus on advocacy, talent and the value of creativity and technology to drive business growth and cultural change, the organization serves 600+ member agencies across 1,200 offices, which help direct more than 85% of total U.S. advertising spend. The 4A’s includes the 4A’s Benefits division, which insures more than 160,000 employees; the government relations team, who advocate for policies to support the industry; and the 4A’s Foundation, which advocates for and connects multicultural talent to the marketing industry by fostering a culture of curiosity, creativity and craft to fuel a more ​equitable future for the industry.

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