TORONTO – Canadian broadcast audience measurement company Numeris is joining forces with media measurement bodies from France, Japan and India to form a new entity called the Global Alliance for the Measurement Of Media Audiences (GAMMA).
Wednesday’s announcement said that Numeris will collaborate with BARC (India), Médiamétrie (France), and Video Research (Japan) on audience measurement initiatives that will include the development of common technical standards and operational processes. The four founding nations collectively account for a total population of more than 1.5 billion and represent a combined advertising spend of USD $78 billion, or 15% of the worldwide total.
GAMMA aims to leverage the collective knowledge and sector expertise of each member to advance audience measurement solutions worldwide, continues the announcement. Through closer cooperation, the participants intend to identify strategies and solutions that are more transparent and standardized, which will ensure greater efficiency, consistency and scope for audience measurement providers and their partners from this point forward.
“This global body will help us leverage knowledge, innovation and audience measurement expertise as a result of more effective discussions with key international players”, said Numeris president and CEO Neil McEneaney, in the announcement. “We are confident that this alliance will be a significant conduit in gaining stronger cooperation towards more consistent, transparent, standardized and interoperable audience measurement.”
