Four media measurement bodies from around the world have come together to form the Global Alliance for the Measurement of Media Audiences (GAMMA).
India’s BARC, France’s Médiamétrie, Canada’s Numeris and Japan’s Video Research will work together to align audience measurement processes.
The alliance will work collaborate on future audience measurement initiatives, including the development of common technical standards and operations.
Brad Bedford has been appointed Global Managing Director for the alliance. A veteran audience measurement executive, Bedford has spent much of his career at Arbitron, a media and marketing research firm that was acquired by Nielsen in 2013.
“There is an ever-increasing demand for cross device measurement internationally and the partnering of these audience measurement companies seeks to facilitate continued movement in that direction,” said Bedford.
Video Research President and CEO, Yuzuru Kato, said: “While each market behaves differently and has unique challenges, the single issue common to all audience measurement providers today is the ability to capture complete viewership, irrespective of screen.”
Numeris President and CEO, Neil McEneaney, added: “We are confident that this alliance will be a key conduit in gaining stronger cooperation towards more consistent, transparent, standardised and interoperable audience measurement.”