A newly released Special Report, The New Rules of Media Measurement, advises the media industry to adopt both a uniform method (currency) for measuring TV audiences and an industry-agreed set of principles and best practices. The Report, authored by media and advertising expert Adonis Hoffman, also encourages the industry to bolster its own self-regulatory body to ensure the highest ethical and performance standards.
Hoffman noted: “The advertising and media ecosystem needs a uniform currency to buy and sell advertising. It needs a reliable system to measure viewers no matter how or where they choose to consume media. And it needs an independent, objective umpire to interpret and enforce the rules of the game to ensure competition and commercial success. The 12 principles we propose will go a long way toward meeting those goals, and we hope this Report will advance the current search for solutions.”
The New Rules of Media Measurement : A Critical Review of Audience and Media Measurement Today can be found at: https://measurement-matters.com/media-measurement.
Adonis Hoffman is a Trustee of The Media Institute and member of its First Amendment Advisory Council. He is an executive at The Advisory Counsel, LLC. He previously served as Counsel and SVP for the American Association of Advertising Agencies, Adjunct Professor in Communication, Culture & Technology at Georgetown University, and Senior Legal Advisor to FCC Commissioner Mignon Clyburn.