The vast majority of the 155 sales houses that are members of egta – the association of television and radio sales houses – supported by The Global TV Group, which is made up of notable industry trade bodies such as Screenforce (DE, AT, CH, FI, NL), Thinkbox (UK), ThinkTV (AU/CA) and the VAB (US) – are backing a progressive TV Charter that further commits them to responsible and transparent measurement of advertising in the TV/video ecosystem. The set of simple principles aims to raise the bar with regards to measurability and transparency of data and accountability. The TV Charter defines measurement standards for the entire TV industry.
The ultimate goal set by egta and The Global TV Group is to build a solid foundation for the TV industry to move forward in unison. This means evolving audience measurement, setting the highest standards that enable comparability on a global level, and building bridges with industry stakeholders, the two organisations said in a press release.
The TV Charter is in line with the recently announced global WFA initiative designed to make the advertiser voice heard on the topic of cross-media measurement. It supports the WFA’s determination to find cross-industry consensus on key principles for measurement, working with TV companies, online players and measurement companies.
Malin Häger, President of egta and Sales Manager & Chief Commercial Officer at TV4 Sales, says of the TV Charter: “In a fast-evolving media landscape characterised by changing viewing behaviour across screens and platforms, audience measurement too must evolve. As a growing amount of companies develop proprietary solutions in an attempt to solve part of the equation, it seems increasingly clear that the adoption of common industry guidelines is a much better option and that setting standards for viewability, transparency, accountability and data comparability is imperative to creating a level playing field.
“This is what this Charter is all about; it outlines TV companies’ commitment to raising the bar for the whole industry. It is a reminder to advertisers that TV’s premium content and environment – both on air and online – already meet their growing demands for brand safety, transparency and access to reliable and verified data.”
Jamie West, Deputy Managing Director at Sky Media UK and Group Director of Advanced Advertising at Sky PLC, comments: “To compete in this era of transformation and increasing digital competition, TV must evolve and adapt to the challenges of a multiscreen and cross-platform environment and in doing so, set the bar high when it comes to the measurability, transparency and accountability that marketers demand and deserve.
“If TV – with the premium content and brand-safe environment it provides – is to continue to deserve the recognition and loyalty of advertisers and marketers, it is vital that all players across Europe and across the globe adopt common principles. I support this TV Charter as it establishes simple standards that allow for comparability on a global level and creates a foundation for our industry to move forward together.”
Lindsey Clay, President of the Global TV Group and CEO of Thinkbox, says egta should be applauded for the TV Charter. “It lets advertisers know the minimum they can expect from TV, from data provenance to brand safety standards. TV is a trusted, high-quality medium – a class apart – and it is vital that it continues to hold itself to the highest standards, especially at a time when some advertising environments are falling below what should be acceptable.”