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

Public Service Broadcasters seemingly have to prove their worth on platforms they don’t control and, as measurement systems get more complex and less transparent, independent audit is required to replace blind faith.

The usefulness of AI is playing out simultaneously in a number of ways – at the organisational, audience and methodological level.

 

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What is the role of public service broadcasting in an increasingly competitive and fragmented media environment? How should PSBs evolve to accommodate the strategic realities now shaping broadcasters, platforms and the wider media ecology?
With time for questions

Following an investigation last year, the Italian Communications Authority (AGCOM) issued a resolution in 2026 governing how audience measurement methodologies must be conducted in the Italian market. Giacomo Lasorella shares the investigation’s findings, the directives issued and the implications for audience measurement in Italy.

With time for questions

Valérie Morrisson, Managing Director, CESP

As audience measurement evolves beyond relatively transparent panel-based currencies into more complex systems, industry trust can no longer be assumed – it must be earned. The advertising industry is increasingly dependent on third-party measurement solutions that are often difficult to understand, inspect or validate. How can audit and validation frameworks support greater transparency, accountability, privacy protection and governance, building stronger confidence that measurement outputs are robust, impartial and fit for purpose?

As broadcasters expand their presence across social media platforms, understanding the audience contribution of off-platform activity has become an important measurement challenge. While platforms such as TikTok, Instagram and YouTube provide aggregated daily reach metrics, they typically do not provide the deduplicated weekly reach measures needed to assess their contribution to a broadcaster’s total audience.

Frances shares exclusive results of a multi-country qualitative study (UK, US, Netherlands, Brazil and Spain) with current panel members aged 13–24, including motivations and experience of panel involvement, incentives, privacy concerns and what motivates continued participation. She explores what it means for audience measurement.

Speakers take questions from the floor

AI is changing not only the tools used in audience measurement, but also the expertise, confidence and leadership needed to succeed in an AI-enabled world. James explores why AI adoption succeeds or stalls within organisations, and the practical actions leaders can take to help their teams learn, adapt and embed new ways of working.

AI is rapidly becoming part of everyday media experiences, but audience acceptance is far from straightforward. What happens when the same people who use AI also worry about its impact on trust, creativity and human connection?

Electric Twin provides synthetic audiences as a valuable tool for research purposes, offering speed and flexibility. Ben shares a practitioner’s view on how AI tools are being used for research, how best to evaluate their accuracy and the importance of the underlying seed data.

Speakers take questions from the floor

Scott McDonald, President and CEO, ARF
Representative tbc from the IPA

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 Ballroom Foyer and is kindly sponsored by Ipsos.

With audiences scattered across multiple platforms in formats unfamiliar to TV, simple availability on a platform no longer guarantees anyone finds content. Discoverability becomes a problem in its own right and the industry needs to be able to measure the opportunity for content to be viewed.

The streamers’ ad-supported tiers continue to evolve and live sport remains connective tissue between new and old viewing habits, pulling digital natives towards traditional ‘appointment’ viewing.

Audience demand for content has never been higher, yet the path to turning that demand into profit remains unclear amid a flood of data that lacks transparency and meaningful comparability. This session aims to cut through that noise by exposing the wider context behind the tech companies’ strategies, helping the industry better distinguish genuine opportunity from short-term hype.

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As YouTube’s biggest single publisher in the UK, the BBC has learned that scale alone does not guarantee success on a platform of such abundance. Growing new BBC channels means understanding platform behaviours, audience discovery habits, and how to optimise attribution back to the BBC – capturing not just views but what audiences notice, remember, and value. Nick also outlines what public service media needs from YouTube to succeed at greater scale.

Mobile vertical micro-dramas – ultra-short, fast-paced 1–3 minute episodes that originated in Asia – are rapidly expanding into Europe and most notably in Poland, driven by algorithmic delivery and an appeal to young female audiences. Lucyna examines how these Asian media models challenge traditional Western streaming and compete directly with social platforms for screen time, pointing to a broader shift toward hyper-portable, mobile-native fiction.

Using a leading FTA broadcaster as a case study, we analyse audience behaviour across linear television, BVOD, YouTube, Facebook and TikTok. Through a combination of cross-platform reach analysis, viewing-time metrics, content-format evaluation and audience segmentation, we examine how different platforms contribute to total audience delivery and how audiences engage with broadcaster content across the modern media landscape.

Pierre introduces a new way to measure platform visibility in today’s fragmented TV ecosystems, shifting the focus from what people watch to what they are actually given the chance to see. Using AI-powered analysis of more than 10,000 home-screen images collected from over 3,000 French households, it quantifies whether platforms like TF1+ are immediately visible the moment a screen is switched on — and shows how this ‘first visibility’ acts as a gateway to usage and growth.

Speakers take questions from the floor

& a chance to network

The BBC’s modern series of Doctor Who had an unprecedented 21-year run (2005–2025) and offers a unique lens on major shifts in TV production, distribution and viewing – from reviving Saturday night drama and invading America to the leap from DVD sales to global streaming. Richard will unveil exclusive audience analysis tracking viewing trends since 2005, backed by extensive desk research and over forty interviews, including some with Venice attendees.

How does TV and video consumption continue to evolve? How is Daily Viewing Time changing across key countries? Are traditional television audiences declining at the same pace everywhere, or are distinct regional patterns emerging?  Which markets are proving more resilient, and what lessons can be drawn from their performance? Florent will present a global review of the most significant audience achievements recorded by recent sports events, including the FIFA World Cup.

Brian examines the ongoing traction multiplatform companies are gaining in streaming, and how sports has become an increasingly effective component of this strategy to not only broaden and deepen platform usage, but also to engage digital natives with traditional content. In addition to looking across sports seasons, including the Olympics, Brian looks at the approach FOX took in covering the most viewed World Cup in history.

Over the past decade, global streamers fundamentally transformed content production and viewing habits. Now, they are triggering a second seismic shift by reshaping the global advertising market. With hybrid, ad-supported tiers driving the next wave of streaming growth, SVOD giants are entering the territory of national broadcasters to fight for the same commercial budgets. Drawing on exclusive data from Ampere Analysis, Guy unpacks how streamers are refining their strategies…

Sushmita Jain, Data Science Director, Fifty5Blue

As ad-supported tiers grow in importance for agencies, broadcasters and streaming platforms alike, Martin and Sushmita explore how ad-tier measurement has evolved across markets including the UK, Spain and Brazil to enable richer cross-media planning. They detail how combining metering technology with watermarking supports a robust, cross-market mixed-methodology approach, along with the lessons learned when implementing it.

Speakers take questions from the floor

& a chance to network

The core challenge facing audience measurement is identifying the same person across TV, social clips, podcasts and distribution partners, rather than measuring each platform in isolation.

Trust, governance and funding become vital issues as proprietary and platform data become elements of the measurement ecosystem. The question becomes whether buyers, sellers and regulators can all still verify the numbers – and even who owns measurement once podcasts become videocasts and blur the lines between audio, TV and online. It’s a question about institutional trust and not just statistics.

Margarita Grigoryan, Chairman, AMIC

Having experienced significant disruption in the recent past, lack of confidence in audience measurement resulted in AMIC bringing all sides of the industry together to establish a new generation of audience measurement for the Armenian market. Hybrid measurement together with AI has established a reliable foundation for media planning and buying.

Ani Lordkipanidze, Director of Research and Strategy, Tri Media Intelligence

Ani and Evgenia trace Georgia’s shift from an urban-focused TAM panel to nationally representative measurement, alongside its migration to new peoplemeter technology. They show how this transformation changed the picture of television viewing and gave broadcasters new insights for programming decisions.

Rolf Müller, Commercial Director, Europe, Media Measurement, NIQ

South Africa is nearing the rollout of its first new TV/total video audience currency in almost 40 years, and with test data now available, the BRCSA and NIQ will discuss what it is revealing, where it defied expectations, and how it is reshaping methodology and the roadmap to launch. The paper will also draw out practical lessons for other markets facing similar currency transitions.

Speakers take questions from the floor

Issues around national resilience, distribution economics and hidden costs are some of the challenges national broadcasters face in switching off digital terrestrial television (DTT) and adopting IP delivery.

ITV’s content now reaches viewers across TV, social clips, video podcasts and distribution partners like Disney, raising the core challenge of accurately identifying who’s actually watching across all these touchpoints. Neil will examine ITV’s content footprint and the industry’s efforts to solve this measurement puzzle, showing how better data translates into smarter business decisions.

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

Drawing on 10 years of development, Jeroen and Mario trace how the BBC Compass study has been used within the BBC and has encouraged collaboration between the UK’s Joint Industry Currencies, underpinned by a single-source passive measurement methodology that captures total unduplicated audience across TV, radio and online. Looking beyond single-platform metrics, the focus is on people and their overall exposure to media.

As LLMs give rise to a new generation of walled gardens, privacy-compliant access to real consumer behaviour becomes ever more valuable, and single-source panels offer both a cookie-free alternative to tracking and a strong foundation for AI-driven research. Shifting research from measuring what people do to understanding why could have significant implications for the future of consumer panels.

Speakers take questions from the floor

& a chance to network

Caroline Davey, the new CEO of Barb Audiences, talks with Sarah Miller about her role and her biggest challenges, including working with streamers and integrating big data into TAM panels.

Kerstin Niederauer-Kopf, CEO, AGF Videoforschung GmbH

AGF and Amazon worked together to integrate a global streaming service into Germany’s established JIC system without building a separate measurement framework, using a Nielsen-developed server-to-server approach that holds Amazon to the same granularity, verification, certification and processing standards as other measured services. The case demonstrates that technological flexibility can reinforce a common measurement standard rather than fragment it.

Measuring YouTube presents unique challenges, from sheer scale of the platform (millions of new uploads daily) to rigorous user privacy protections that render traditional measurement approaches like panel and domain based solutions insufficient. Chris will demystify YouTube’s global content measurement framework and share our privacy-by-design measurement solution built to deliver data in a privacy-safe manner while meeting the industry needs for fair cross-media comparability and transparency.

Screens now get more attention than TV or radio, and platforms — not old-school channels — are how most people find video, audio and AI-driven content, but the tools used to measure audiences haven’t kept pace. Médiamétrie is building new measurement methods, and this paper maps out how the industry can better track and understand audiences across video, audio, social and AI in this platform-first world.

This move from measurement based on small samples and relatively limited computing power to millions of viewing events, thousands of content providers, multiple identifiers and countless signals gives rise to a challenge of trust. Currencies depend upon a trick of agreement – they only work because everyone trusts them with agreed governance, with transparency and independent audits, with methodological stability and industry consensus. As more and more proprietary data enters the ecosystem – can buyers verify it? Can sellers challenge it? Can regulators inspect it and develop policy reliably from it? Audience measurement is as much about institutional trust as it is about statistical accuracy. But does everyone care about this – does it matter to all players? Then, finally, who is to be responsible for measuring all this – convergence of JICs? As podcasts increasingly become videocasts, are they under TV, online or audio JICs? How do we fund this research?

Panellists to be confirmed

Reach and frequency aren’t being replaced, but they’re being pushed to evolve into indicators of actual business impact rather than just exposure. Meanwhile, hybrid panel-plus-device measurement is moving from methodological debate into deployed, campaign-level reporting.

JICs continue to work collaboratively with device manufacturers and independent measurement companies to resolve these complex measurement problems whilst attention continues to emerge as something that can usefully sit alongside traditional metrics.

TV advertising’s role in shaping the full customer journey is well recognised. Ideally, any outcomes-based measurement would show how TV contributes to more than just the final transaction. This presentation proposes an integrated approach which shows how both the strategic (MMM) and tactical (campaign management and what-if scenarios) can support the TV advertising sales function.

Advertising and content measurement face the same core problem: tracking a person’s cross-platform exposure and behaviour in the murky middle between an ad and a purchase. This paper presents an outcomes methodology that surfaces roughly double web-only signal by joining TV/streaming exposure to real behaviour.

Cecilie Westh, Commercial Director, EMEA, Media Measurement, NIQ

As global platforms increasingly incorporate outcome-based measurement into their offerings, there is a unique opportunity for JICs, MOCs, broadcasters and publishers to enhance the value of their existing currencies. The future of measurement lies not in replacing reach and frequency, but in elevating them from indicators of exposure to indicators of business impact.

Cross-media measurement is shifting from reporting past behaviour to modelling and predicting it, using Synthetic Populations as the foundation for audience intelligence. This presentation covers how AudienceProject is building this approach into its third-generation cross-media platform, with Bruno presenting a real-life case study.

Bill Harvey, Founder/Chairman, RMT Research Measurement Technologies

Bill and Pat present a framework for moving audience measurement beyond exposure to understand why advertising works and what happens next, combining RMT Drivers and motivational need states, Vividata’s consumer and media truthset, and Connected’s exposure and outcome signals into a closed-loop view from audience and creative resonance through to behavioural response. The presentation shows how this approach can help advertisers move beyond ratings and impressions toward measurement that supports planning, activation, optimisation and outcomes.

Speakers take questions from the floor

& a chance to network

Hybrid measurement methodologies seek to combine panel data and device-based data to get the best of both, but behind the technical decisions about how the methodologies should work, there is a key strategic question that is often overlooked: What should the methodology produce? Should it create a ‘modelled panel viewing file’ that becomes the new source from which all analyses flow, or should it produce hybrid reports for specific business needs?

Samsung data can complement JIC panels through calibration, greater streaming granularity and a more complete understanding of viewing across the television screen. The presentation will also provide an account of some of the European JIC projects that Samsung are involved in that are about to launched soon.

Based on continuous development of its TAM infrastructure, Mediapulse as the Swiss TV JIC is ready to offer advertisers a hybrid system for measuring video campaigns across TV, CTV and online video. This system, designed to meet the quality standards of TV audience research, delivers de-duplicated reach and frequency figures for established target groups on campaign level. Mirko explains the design and shows results of already-measured campaigns to illustrate how TV, CTV and online video interact.

Speakers take questions from the floor

Attention doesn’t move every KPI the same way: the strength of the relationship shifts by industry and by which outcome you’re optimising for, but the pattern holds — where attention rises, performance follows. That makes attention a rare thing in marketing measurement: a signal you can act on today, not months from now when the sales data finally lands.

Roberto Ruiz, Head of Measurement Science, Nielsen

Attention is critical in modern advertising, yet measuring and forecasting its impact remains a challenge. Nielsen and Adelaide are partnering to solve this by integrating Adelaide’s attention-based metrics with Nielsen’s industry-standard reach and frequency data.

Speakers take questions from the floor

& a chance to network

More data is not the same as better measurement and first-party, device-level or synthetic data are only as trustworthy as the representative human anchor grounding them. The industry’s enthusiasm for scale and automation still must depend upon getting the human sample right.

As data sources multiply and fragment, errors get larger and harder to assess, and the industry has historically avoided discussing this honestly. Volume and sophistication of data are not the same as accuracy.

It seems Europe has been making slow progress towards developing cross-media measurement by 2030 and that this would appear to be a governance problem. Can standardisation and localisation coexist given the MRC’s CMM guidelines were established in 2019 and have still not widely been adopted? The closing panel debates the extent to which the industry seeks consensus, believes it is attainable or who might have the authority to make that call.

Numeris is modernising its audience panel and research approach in Canada, focusing on better recruitment, engagement and representation while adopting new measurement technologies, data science and synthetic modelling. Alicia will show how Numeris balances this innovation with the transparency, stability and accountability needed for trusted industry currency measurement.

Panellists in TV/radio audience panels regularly drop out or stop being measured for a while. When that happens, the numbers for smaller channels or audience segments can be affected, without there being an established way to correct for it. Andrea presents a new open-source method for correcting this ‘rotational noise’, demonstrated on real viewing data and shown to fit into standard analysis and modelling workflows.

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

Hybrid audience measurement is here to stay, but Ipsos and Auditel’s paper warns that first-party, device-level, or synthetic data become unreliable without representative human anchors to ground them. Rather than pitting ‘legacy’ against ‘innovation’, the argument is that trusted human data is what makes innovation credible in the first place.

Error in media research has both a statistical side, which tends to lose non-technical audiences, and a practical side – admitting that data is not perfect and impacts business decisions – which often gets ignored. As media fragments and data sources grow more complex, from panels to big data, errors become larger and harder to assess, and this presentation examines the different error types and what can be done to understand and address them.

Speakers take questions from the floor

& a chance to network

As viewing continues to fragment across broadcast TV, BVOD, streaming services and connected devices, advertisers need a unified view of campaign delivery. Following a large-scale market test during the summer, Médiamétrie will unveil the foundations of its new Cross-Video Ad Measurement solution. Julien offers an early glimpse into an innovative framework designed to deliver comparable, deduplicated advertising metrics across the evolving video ecosystem.

 

Jon Watts, Managing Director, CIMM

Why has meaningful progress not yet placed Europe on track to deliver comprehensive cross-media measurement by 2030? The central challenge is not simply methodological or technical, but one of market governance: how the industry establishes workable arrangements for data access, transparency, independent verification, privacy, participation, funding and the responsible use of different measurement outputs.

Are we able to reconcile standardisation and localisation in Cross Media Measurement through collective effort? Which areas benefit from standardisation and which need to remain local? MRC CMM guidelines were published in 2019 but are not widely adopted. YouTube even redefined these in August. What are the benefits of global standards for CMM? What methodological areas can be standardised given starting points vary so widely?

Panellists to be confirmed

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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Thank you for joining us in Venice. We look forward to meeting again next year on 3rd -5th November 2027, venue to be confirmed.