π Up to 30% of U.S. Local TV Viewing Goes Unmeasured
A study by CIMM and TVB found that existing audience measurement systems in the U.S. struggle to keep up with media fragmentation, according to Advanced Television.
Between 20% and 30% of local video viewing β including news and sports β is not captured by official measurement systems.
Audiences now consume content across multiple channels β from traditional TV and CTV to mobile streaming β making data collection increasingly complex.
Experts note that TV is not shrinking; itβs simply evolving and diversifying across different platforms.
To close these measurement gaps, CIMM and TVB are calling for:
π Early alignment between buyers and sellers on what and how to measure;
π Implementation of tagging and integration to fully capture digital audiences;
π Unified tagging and metadata standards across all platforms.
The goal is to ensure that every local viewer on every screen is accurately counted.
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