The bodies have appointed Brad Bedford as Global Managing Director of GAMMA.
The members want to identify strategies and solutions that are more transparent and standardized. This will ensure greater efficiency, consistency, and scope for audience measurement providers and their partners from this point forward.
They will collaborate on future audience measurement initiatives including the development of common technical standards and operational processes, in order to benefit the existing currency services each member operates, in their respective market, through their current organisation and measurement partners.
The four bodies jointly said: “The audience Measurement systems worldwide have been evolving to meet the emerging needs of the industry. Rapid advancements in technology are reshaping both the distribution as well as the consumption of content. These changes are not only country-specific but have a global impact, given the true nature of digital media.”
At present, the member bodies collectively account for a total population of more than 1.5 billion and represent combined advertising spend of $78 billion (15% of the worldwide total).
BARC India CEO Partho Dasgupta said: “TV viewership measurement across the world needs to constantly innovate to keep pace with emerging trends. We at BARC India have always been open to learning from our global counterparts and this international alliance offers a tremendous platform to not only learn from our peers but also to contribute.”