Agency Search 
Site Search 4A’s: Shift To Multi-Currency National TV Ratings ‘Not Ready For Prime Time’
The 4A’s issued a report on March 6 indicating that the ad industry “is not yet prepared to move to multi-currency national TV demo-based ratings in 2024.”
The agency trade organization said there are a “multitude of factors and barriers that appear likely to prevent the adoption of additional currency solutions in the marketplace.”
The paper notes that agencies have spent decades and “millions of dollars integrating currency data into systems for forecasting, planning and reconciliation. These systems are complicated, validated and in many cases, audited.”