CMPA Prime Time: There’s a big hole in Canadian TV audience data collection

By Etan Vlessing OTTAWA – Neil McEneaney, president and CEO of media measurement firm Numeris, was on the hot seat Thursday as he told the virtual CMPA Prime Time conference how the Canadian TV ratings firm collects and measures race-based audience data amid an industry reckoning. McEneaney told an online panel that while Black Canadians and others from diverse communities were included in Numeris panels for a representative sample of domestic TV viewership, Numeris isn't "segmenting one race or another" as it focuses on broad Canadian French and English language TV audiences. He explained Numeris' "measurement design" for data points...