New Delhi: India’s television monitoring agency BARC (Broadcast Audience Research Council) has aligned with three international media measurement bodies, Médiamétrie (France), Numeris (Canada) and Video Research (Japan) to form global alliance GAMMA, and chart the future of video audience measurement around the world.
The four entities will collaborate to align audience measurement operational processes and technical standards across the globe in order to benefit existing currency services each member operates, in their respective markets, through their current organisation and measurement partners. The four founding nations collectively account for a total population of more than 1.5 billion and represent a combined advertising spend of $78 billion (15% of the worldwide total).
Brad Bedford, a veteran audience measurement executive, has been appointed global managing director of GAMMA.
There is an ever-increasing demand for cross-device measurement internationally and the partnering of these audience measurement companies seeks to facilitate continued movement in that direction, Bedford said.
GAMMA aims to leverage the collective knowledge and sector expertise of each member to advance audience measurement solutions worldwide, a statement from the four entities added. Through closer cooperation, the participants intend to identify strategies and solutions that are more transparent and standardised. This will ensure greater efficiency, consistency and scope for audience measurement providers and their partners from this point onward.
“Audience measurement across the world needs to constantly innovate to keep pace with emerging trends. We at BARC India have always been open to learning from our global counterparts and this international alliance offers a tremendous platform to not only learn from our peers, but also to contribute," Partho Dasgupta, chief executive officer, BARC India, said in a statement.