CIMM and the TVB are pleased to release a set of tools designed to clarify what buyers, sellers, and measurement providers should seek from currency measurement solutions intended for the local TV and local video marketplace. A Guidelines document establishes a clear, high-level set of principles for local TV and video currency measurement, while a Buyer’s Guide offers a templated approach to evaluating local measurement providers on their level of adherence to these Guidelines.
Developed through industry collaboration and informed by buyer and seller input, the Guidelines are intended to provide a practical framework for evaluating whether local measurement solutions are fit for market use. The goal is to support a more consistent, informed, and transparent approach to local currency measurement as the marketplace continues to evolve.
The Guidelines are built around three core principles:
- Inclusive Measurement should reflect the diversity of local audiences, the full range of ways viewers access local TV and video content, and the realities of markets of different sizes across the United States.
- Transactable Measurement should be stable, reliable, and suitable for use in forecasting, audience guarantees, post analysis, and the operational requirements of buying and selling local media.
- Transparent Measurement providers should clearly disclose methodology, communicate changes in advance, support auditability, and provide the market with enough information to evaluate how a service works and how results should be interpreted.
The Buyer’s Guide serves as a reference check list for executives to evaluate the robustness of local TV & measurement solutions, turning the Guidelines into a practical evaluation tool. It is designed to help broadcasters, agencies, advertisers, and other industry stakeholders ask the right questions when comparing local TV and local video measurement providers.
Finally, a set of video interviews with 8 local TV & video executives was created to provide context and reaction to the Guidelines and Buyer’s Guide.
For the Local TV Currency Buyer’s Guide: Click Here
To watch the Video Guidelines Interviews: Click Here
