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Site Search Multi-Currency National TV Demo-Base Ratings Not Ready For Prime Time
While agencies are carefully assessing alternative currency initiatives, the 4A’s 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 4A’s 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.
The 4A’s Measurement Committee is committed to helping our industry with this transition while ensuring it is anchored on a trusted foundation to avoid eroding the stability of our current methodologies.