CIMM, 4A’s and TVB Launch Study to Develop Action Plan for Local TV Measurement

Many of the TV datasets helping to improve national measurement are unevenly available across different local markets, if at all. To address this, CIMM, the 4A’s and the TVB have commissioned consulting firm Sequent Partners to undertake a diagnostic exercise, focused on assessing the current state of the market, evaluating requirements across the ecosystem, and identifying potential solutions.