Britain's Ad Industry Sets Up Internet Measurement Body

19 March 2007

LONDON: Britain's advertising industry has set up yet another media measurement body: JICIMS, the Joint Industry Committee for Internet Measurement Systems. Its initial remit is to manage and produce the quarterly online population survey, launched last summer alongside the National Readership Survey.

Heading the new venture as general manager is Peter Bowman, an experienced media professional whose career encompasses strategic, planning, buying and research roles with a number of media owners and agencies.

He will also oversee the development of a business model and framework for a proposed online planning currency to sit alongside existing producers of advertising metrics such as BARB (Broadcasters Audience Research Board) and RAJAR (Radio Joint Audience Research).

Bowman will report to JICIMS' four shareholders: the Association of Online Publishers, Institute of Practitioners in Advertising, Internet Advertising Bureau and the Incorporated Society of British Advertisers.

He comments: "JICIMS is on track to become a legal entity very soon, the population survey results are almost ready and discussions are under way for a possible online planning currency. Through JICIMS the industry is united in developing tools and systems to improve planning for the online medium."

The results of the first survey will be available in April, both to NRS and JICIMS subscribers.

Data sourced from IPA Online (UK); additional content by WARC staff