Comscore, iSpot, and VideoAmp are recognized as ready for market use in audience measurement by the Joint Industry Committee. Formed in 2023, the committee's goal is to develop new measurement protocols in response to shifts in viewer behavior and technology advancements. Their audit validated these companies' capabilities as viable alternatives to Nielsen. This development is crucial as advertisers prefer Media Rating Council-accredited methods for media transactions. Nielsen faces challenges as major clients explore new measurement services, indicating a shift in media measurement standards.
Three upstart media-measurement companies - Comscore, iSpot and VideoAmp - are now deemed ready for primetime as valid alternatives to Nielsen by the Joint Industry Committee (JIC). The JIC, formed in 2023, seeks to establish new audience measurement standards amid evolving viewing habits driven by broadband and mobile technology. Following a comprehensive audit, the JIC found these companies' technologies meet necessary functionality, transparency, and usability benchmarks, marking a significant development in the media measurement landscape.
Advertisers typically prefer measurement technology audited by the Media Rating Council, as it adds credibility to the data used for trading between media outlets and advertisers. The JIC's audit evaluated Comscore, iSpot, and VideoAmp's readiness to be used as currency in trading, especially while Nielsen faces scrutiny from major media clients like Paramount Global and Warner Bros. Discovery for potential alternatives.
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