While agencies are carefully assessing alternative currency initiatives, the 4As Measurement Committee believes that the advertising industry is not yet prepared to move to multi-currency national TV demo-based ratings in 2024. There are a multitude of factors and barriers that appear likely to prevent the adoption of additional currency solutions in the marketplace. This 4As guidance paper provides an overview of short-term and long-term concerns in a multi-currency environment that don’t yet have clear solutions, a solution evaluation framework for agencies and key considerations to take into account before transitioning towards multicurrency.

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