CIMM and TVB commissioned this diagnostic analysis to establish a clear, fact-based baseline of local TV and video measurement. The study examines how local audiences are measured today across television, mobile devices, browsers, streaming platforms, and out-of-home environments, and works to identify the types and impacts of measurement gaps in the local television and video landscape. The report focuses on documenting what is currently measured across local linear, digital, and cross-platform environments, identifying blind spots where audiences are not fully credited, clarifying methodological differences across vendor systems, and highlighting future needs for standardized, market-level cross-platform reporting.
By establishing a baseline, we hope to enable the industry to better understand current coverage, quantify missing audiences, and prepare for next-stage measurement solutions.
