Adopting three to four currencies could lead to significant enhancements in transacting and measuring TV advertising in the US, according to a new cross-industry report.
This recommendation was drawn from a study, entitled ‘The future of television: A transition to a multi-currency national TV market’, which resulted from collaboration between the 4A’s (American Association of Advertising Agencies), the Association of National Advertisers (ANA), the Coalition for Innovative Media Measurement (CIMM) and consultancy Deloitte.
In developing the research, interviews were conducted with 50 industry executives, a panel representing national and local TV networks, media agencies, clients and vendors. And one of...