How a cross-discipline Joint Industry Committee could transform US video measurement

Stephen Whiteside

A new Joint Industry Committee (JIC) focused on premium video measurement is the first such body in the United States and holds out the promise of transforming the space.

A measurement revolution in the video space is gathering momentum in the United States.

Driving this transformation is the country’s first Joint Industry Committee (JIC), officially launched in January 2023 with the objective of enabling multiple currencies for transacting on “premium” and “long-form” video content before next year’s TV upfronts.

Advertisers in nations including the United Kingdom and Australia are used to depending on cross-industry bodies for rigorous and reliable measurement data. One key point of difference for the US, as it adopts this model, is that it wants numerous currencies to base media transactions on.

“JICs are...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands