and a chance to network. This special Danish coffee break is kindly sponsored by AudienceProject.

Our joint session focusses on issues of common interest to the media and measurement community.

Media convergence is nothing new, but growing cost pressures are bringing in a new era for the way audience measurement is delivered and how the data collected is used and managed responsibly. We’ll be highlighting the latest innovations in cross-industry collaboration and the re-evaluation of data stewardship that underpins them. When it comes to measurement, does AI represent beauty or beast?

We’ll be unpacking the implications of the European Media Freedom Act and reviewing the progress of the Audience Measurement Coalition in securing the future of measurement. The debate provoked by our two recent podcast panels on Measurement in 2030 will conclude with the final panel examining the future role of industry currencies discussed live on stage in Copenhagen.

 

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Julien Rosanvallon, Executive Vice President, Médiamétrie

What are the technologies redefining our industry—from advanced Watermarking and Hybrid models to cutting-edge Synthetic Data?  Julien decodes the new standards for audience measurement.

AI sparks both excitement and discomfort—about half the research industry still feels hesitant or outright resistant to it. How are the major research suppliers using AI in audience measurement today and what is the outlook?

The Localisation project brings together the individual media currencies (Barb and RAJAR) alongside our first-party’s signed-in data to estimate local content’s cross-media reach in each of the 42 radio measurement areas.

Today, throughout the world, cross-platform measurement of content is more advanced than cross-media measurement of advertising for technical as well as political reasons. Three key methodological questions need to be addressed: how to match audiences and ads, how to identify ads and which metrics should be used to compare linear and digital ?

Speakers take questions from the floor

Paolo Lugiato, Director General, Auditel

Cooperation between Auditel and Audicom will unlock the potential of both TV and digital currency measurement by expanding Audicom digital currency to three screens, starting with the CTV data from Auditel measurement.

Koenraad Deridder, General Manager, CIM

An all-media JIC since the seventies, CIM now looks to bring all media measurements into one framework called CIM ONE to provide a real cross-media and consumer-centric approach. What are the consequences for the governance and financing of the JIC and its collaboration with research institutes?

Speakers take questions from the floor

Marie de Cordier, Director of Government Relations & Public Policy – Europe, Nielsen

Stuart and Marie will provide an update on the progress made in the last year by the AMC through a series of meetings determining what public interest matters are of greatest concern to legislators. Outlining the challenges of interconnected laws and summarising the AMC’s EU Data Strategy response, the presentation will focus on the challenges to come.

Barb recently decided to work independently from Google to measure 200 of its most-watched channels. How does the methodology work and what is delivered? How does this sit with Barb’s position on cross-media measurement and what happens next?

What does the industry need the currencies to be measuring? Is it really all about outcomes now? Are impressions the future? Is the single-currency model likely to endure, or can multiple services coexist? Will single-media JICs become anachronistic? Where will cross-media measurement be in 2030? What is the impact of European Legislation on the JICs and on proprietary measurement?

Katherine Page talks with:

Kerstin Niederauer-Kopf, CEO, AGF

Phil Smith, Director General, ISBA

Jeff Eales, Director of Systems Strategy, Sky Media

Yannick Carriou, President & CEO, Médiamétrie

Delegates and speakers are invited to join us for the asi Network Social drinks reception immediately after the close of the day. The reception will be held in the conference room foyer and is kindly sponsored by Ipsos.

What are the benefits and downsides to broadcasters using YouTube to distribute their content? With measurement expanding to cover the global SVOD and AVOD platforms, what are we learning about how broadcast and streaming, linear and on-demand are both collaborating and competing?

What are the latest trends in content? As streamers lean ever more into sports, are we at a tipping point in the ‘broadcastification’ of the global platforms? In terms of delivery, is the end of ‘broadcast’ TV inevitable and how far away is the universal adoption of IP delivery? What are the implications in terms of digital exclusion and environmental impact?

Our opening session of the TV & Video conference will highlight initatives in these fields and more.

How are changes in audience behaviour influencing the discussion about broadcast to IP switchover in the UK? Lack of understanding and costs raise concern to many consumers, whilst the wider societal and economic benefits into future are little appreciated. Nick outlines how the BBC is encouraging those already wanting to switch whilst supporting those who have yet to do so.

Q&A with Nick follows his presentation

 

More and more companies—from social media to premium music services—are laying claim to the TV set. Whether a local broadcaster or a global streamer, there need to be new ways to extract value from content. The correct positioning of social media, broadcast TV and streaming is the key to future distribution and alliances.

Local audience currencies are evolving in a fragmented media landscape in response to changing patterns of TV and video consumption. Partnerships between broadcasters and platforms increasingly tend towards similar content engagement and raise questions about the sustainability of a multi-currency approach.

‘The YouTube is TV’ debate is one of the hottest topics to have been discussed this year. Ian goes into the advantages and disadvantages of thinking of the platform in this way and suggests the key questions advertisers should be asking.

Streaming and linear TV may have been at odds initially, but sports and high-profile events are providing critical linkages for media companies and consumers alike. This presentation will look at the dramatic landscape changes and bold strategy shifts that have helped power these developments.

Speakers take questions from the floor

Content owners continue to test new windowing strategies to maximise the reach and value of their programmes. As SG-TAM 2.0 now sees the first fruits of the measurement to support this, we explore the results of a Singaporian TV drama series – what unique insights can total content measurement uncover in a streaming-first world when the ‘traditional’ sequence is reversed?

OTT platforms have reshaped how audiences consume content and how brands approach advertising. Two flagship series – Adolescence and The White Lotus (Season 3) – were tracked across leading OTT platforms in France, Germany, Italy and Spain to discover what we understand of viewers’ streaming habits, their advertising tolerance and perceptions of ad-supported OTT models.

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How does viewing split between user-generated and professional content? How prevalent is viewing to Shorts compared to TV-like content? Do YouTube viewers favour certain genres? What is the country of origin for videos being viewed?

As YouTube cements its place as a dominant force for content distribution, what can we learn from cross-platform measurement of the service and its SVOD competitors? Digital i founder Ali Vahdati dives into the latest global, behavioural audience data to explore how audiences divide their time between these competing services.

The ‘Three C’s of Content Measurement’ offers a strategic, big-picture view of the media measurement landscape and makes the case for valuing content’s full lifetime impact and value alongside advertising measurement. The framework explores why robust, cross-platform measurement is essential to drive engagement, reduce waste and maximize monetization. It calls for deeper understanding of consumers, alignment on data, and industry-wide collaboration to build the next generation of content measurement solutions.

Speakers take questions from the floor

Amongst our many objectives, our annual conference seeks to provide a stage to highlight the latest audience measurement solutions and learnings that are being tested, implemented and applied across the world.

This session will be highlighting some of the latest measurement solutions that are pushing boundaries in advancing total video measurement. As new measurement challenges continue to appear, others give way and some just remain, we’ll be encouraging our community to collectively challenge ourselves as to how measurement cannot just survive but thrive into 2030 and beyond.

Gary Whitaker, CEO, The Broadcast Research Council of South Africa

In an environment where media markets are fragmenting, budgets are under pressure, and industry trust in audience data is fragile, South Africa offers a compelling case of how to rebuild video measurement from scratch—with business value at its core. This presentation outlines how the Broadcast Research Council of South Africa (BRC) designed a new Total Video Currency.

The need for change was recognised on all sides of the industry to bring an end to fragmentation and unite the key market players to follow global best practices with advice from expert consultants. Douglas will outline the process behind transforming the audience measurement service, establishing trust in the market and ensuring continuous evolution into the future.

SpotOn TV and video advertising measurement was introduced to the Finnish market in the autumn of 2024. The market adopted both the measurement system and its user-friendly reporting tool smoothly. What were the prerequisites for a successful launch, and, ultimately, has anything changed at all?

Sometimes circumstances demand radical measures and in Switzerland we switched the whole of the technology delivering the TV panel whilst the system was live. There was much to learn from this open-heart surgery.

Patricia Sonius, Research Director, NMO (Nationaal Media Onderzoek)

Dutch media joint industry committee NMO will soon launch VideoTotaal, the new total video audience measurement that responds to shifting video consumption behaviours. Patricia will share first insights from the new service including viewing data from local and global platforms, how VideoTotaal responds to the specific dynamics of the Dutch advertising market and the services broader role in NMO’s cross-media audience research framework.

Speakers take questions from the floor.

& a chance to network

Yan Liu, CEO, Tvision

Over the past year, TVision has explored various technologies and recruiting methods to assess the value and feasibility of single-source measurement. Yan and Tristan will share the key success factors in recruiting, building and maintaining a panel of this nature and explore the innovative output that can be produced using data collected in this manner.

Davide Crestani, Technical & Scientific Director, Auditel

Achieving optimal panel balance is the primary goal for all panel managers. To facilitate the selection of the most suitable participants, a scoring mechanism would be beneficial for ranking potential recruits. Davide and Rosanna explain the multiple benefits of such an approach.

Pat will describe a unique consumer behaviour database that is hyper-local, cross-media, low-latency, privacy compliant, with online and offline shopping behaviours, and levels the playing field for cross media planning, targeting and activation. AI agents could be trained using such a database – a glimpse of the future of information.

Sushmita Jain, Product Director – Data Science, Kantar Media

AI and data science are central to how we’re evolving audience measurement. Sushmita and Andrew outline real-world examples of how they are already using AI to enhance their ability to process data more efficiently, improve accuracy and increase comparability.

As Original Equipment Manufacturers (OEMs) gain increasing access to granular data on viewing behaviour directly from their television sets, the opportunity to monetise this data through targeted advertising grows. Noel offers valuable insights into the viability of enhancing OEM-derived viewing datasets with demographic precision, paving the way for more effective and personalised advertising strategies.

Minh Nguyen, Senior Marketing Research Manager, Google APAC Consumer & Market Insights

The CTV landscape is notoriously fragmented, with numerous devices and manufacturers. Google and Intage overcame these obstacles complementing the existing people meter TV panels to offer marketers a comprehensive understanding of consumer content consumption habits across both traditional television and YouTube.

As measurement continues to dominate headlines, the Media Rating Council has sought to respond. With recent expansions into new forms of digital media and continued evolution of higher-order metrics (such as audience, attention, outcomes and brand safety) the MRC seeks to ensure reliable and verified measurement standards are maintained. As George celebrates his 25^th anniversary at the helm he reflects on the acceptance of MRC standards and looks ahead to disruptive challenges in protecting measurement quality in a post-AI world.

Speakers take questions from the floor

With Origin in the UK now promising to deliver data to its members, what are the implications for cross-media campaigns in other markets? As broadcasters lean into outcome measures, we’ll be taking stock of initiatives like Project Lantern. The advertising opportunities promised by CTV and HbbTV continue to develop whilst moves towards cross-platform ad measurement is driving progress towards the adoption of universal ad ID systems.

As a number of countries launch cross-platform post-campaign evaluation systems, how are these being received in the marketplace? How can the buying of TV campaigns be made easier? Are we moving inevitably from TVRs to impressions?

Connected TV is a mixed blessing for broadcasters. It opens a range of new exciting possibilities where they can build on their strong legacy linear positions. On the other hand broadcasters must install and operate services in a complex and fragmented technical environment, competing head-to-head with the global streaming and digital advertising giants.

Robert Farazin, Founder & CEO, TVbeat

Broadcasters can extend reach to new advertisers (SMBs) via self-serve whilst retaining full commercial control. Increased automation can maximise yield and minimise manual processes. The right data, tools and partnerships can future-proof Total TV in a converged world.

Sameer Modha, Measurement Innovation Controller, ITV

In a world demanding proof of business outcomes, how do we reveal the full spectrum of TV’s influence? Just one year after launch, this presentation shares data and analysis from the proof of concept for Lantern, the UK broadcasters’ initiative to measure TV’s outcomes.

Launched in fall 2024, Teletest 2.0 is the first real-time currency in linear TV, merging people-meter and return-path data enabling real-time ad curation. One year on, what has been learned from how it was introduced, how it was accepted in the marketplace and what further developments are planned?

This presentation will challenge the industry: in a time of data abundance, we need to be ever more vigilant about the quality, transparency and objectivity of the source data that goes into our analyses, models and case studies, so that advertisers can invest with confidence.

Speakers take questions from the floor

& a chance to network

Nora Schmitz, Head of Audience Measurement & Media Development, Ipsos Italy

In Italy the 65-74 demographic is as technologically adept and digital-content hungry as younger cohorts, with internet penetration reaching 92% and smart TV ownership over 50%. This underscores the strategic significance of the mature, digital-savvy Italian audience with the time, health and technological and financial means to remain a centrally relevant target.

The global streamers are all in on advertising. Their future growth depends on it. With a blank canvas strategically, how are the global streaming platforms rethinking advertising strategies? How are brands currently working with streaming platforms and how does content type and genre play into the way advertising is delivered? A unique new data set on streaming advertising in the USA will delve into these questions and more.

YouTube may be a streaming market disruptor but the way that users interact with the platform differs greatly from its competitors. Digital i founder Ali Vahdati reveals how a data-backed YouTube strategy can drive advertising performance and how the platform can provide incremental reach over SVOD services for traditional and emerging media brands alike.

Amanda Signorini, Global Business Development Director, TechEdge

As hybrid measurement scales, software infrastructure (not just data) is the key to success. We will explore how flexible, privacy-safe and high-performance systems power faster calculations, deeper integrations and more usable insights. We also look ahead to 2030, where clean rooms and ultra-fast systems will enable sustainable, interoperable, large-scale data.

The WFA North Star outlines an ambitious vision for cross-media measurement. Providing a unified view of campaign performance across channels helps optimise investments, improve efficiencies and reach audiences more effectively.

Speakers take questions from the floor

& a chance to network

Our closing afternoon promises a packed agenda with speakers from Europe, USA and APAC presenting latest advancements and in-market application, collectively challenging our community on the advertising measurement priorities for 2030 and beyond.

How are new approaches, methodologies and solutions truly breaking new ground in markets? With so many data inputs now available, does the future rest on synthetic data? With a myriad of solutions now in-flight or applied, and calls for these to be transparent and understood, we’ll be highlighting a number of exciting initiatives and discuss the roadmap ahead.

A new in-market test will explore the future role and value of watermarking and AD-ID in the US market, as measurement becomes increasingly challenging.

As ad budgets shift to CTV, unstable IP addresses are quietly undermining targeting, frequency management and campaign ROI. Charlie suggests why stabilizing core signals is essential to unlock scale, improve accuracy and realize the full promise of CTV advertising.

A crucial element of any hybrid solution, not enough attention has been given to single-source reference panels. What do we mean by the term and why are they so important? Andrea describes how they can be built and the roles they can perform in delivering different measurement strategies.

Laurence Deléchapt, Head of TV & Cross-Media, Médiamétrie

Médiamétrie pursues its move into the future of Cross Video Ad-Measurement and plans to launch a new measurement in S1 2026. This new approach is more connected to the CTV ecosystem and its key players, and is more data-centric. Julien and Laurence take a close look into the methodology and perspective of this new measurement.

 

Chantale Coulombe, Market Leader – Denmark, Nielsen

Nielsen and the TV MOC in Denmark are expanding the STAR methodology (Panel+Big data algorithm) to add the measurement of Linear Ads Replacement (LAR or DAI) on BVOD. Frederik and Chantale will provide a brief explanation of the methodology and showcase the preparation needed for a market-wide launch of the measurement as a currency.

Synthetic panels are now being used in different contexts, most commonly to project highly granular data onto constructed panels whose scale would not be affordable in most commercial contexts. This approach lends itself not just to highly granular reporting, but to also contemplate situations that may not have been considered: is it possible to model data in the absence of continuous signals; can we use synthetic panels to predict market changes with different behaviours than these observed. This is the first attempt to try and understand how these techniques can be used in understanding scenarios not directly measured.

Mario will focus on the growing use of synthetic data in audience measurement and specifically how it can act as the interoperability layer between the currencies. Synthetic Population is a privacy-preserving data integration method that can serve as a ‘common sandbox’ where multiple audience datasets, including different currencies, can be calibrated and reconciled to deliver insight on deduplicated reach and frequency. The presentation will showcase some current, and future, use cases and examples from across the industry.

Valérie Morrisson talks with:

Andrea Mezzasalma, Founder and CEO, dataBreeders

Katherine Page, Katherine Page Media Research Consultancy

Julien Rosanvallon, Executive Vice President, Médiamétrie

Mario Paic, Chief Data & Research Officer – Audience Measurement, Ipsos

Ian Garland, Managing Director, Milton Data

This annual award, together with 1000 euros, is presented to the conference paper that makes the best contribution to a greater understanding of Television & Video and its audiences. The award is kindly sponsored by dataBreeders.

 

 

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