Industry perspectives on the transition to a multi-currency TV market paper

The TV market is rapidly changing due to a number of factors which are too numerous to catalogue – spanning from changing consumer preferences to new data sets, distribution channels, monetization approaches and advertising models. TV measurement and currency have also evolved, but at a slower pace, resulting in an incomplete picture of even basic unduplicated delivery, reach and frequency of ad campaigns. The pandemic and “streaming wars” altered the landscape and hastened change, and the industry is in a moment of transition where the future of TV currency is yet to be determined.

The multi-currency transition is not being driven by one organization, one company or a single initiative. In this study we provide a comprehensive overview of the experiences and perspectives of those engaged in and driving the transition across national TV marketplace. We adopted an exploratory approach and industry level perspective, which helped us to understand the dynamics and the relationships between constituencies, the processes that connect them, and the collective and collaborative actions needed to go forward.

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