Methodological transparency
Each measurement firm was required to answer 116 detailed data evaluation questions covering nine essential areas: big data infrastructure, governance, personification, and interoperability with media systems. The score relied on transparency and completeness to ensure that certified providers are functional as well as open, auditable, and future-ready.
Total ad supply
The firms were required to submit two years of ad and telecast-level data across all currency types, while the JIC tested whether audience impressions were stable over time, logically additive, and consistent across networks and inventory ranks. The tests reflect how buyers model GRPs, negotiate pricing, and forecast reach.
Sports analysis
As live sports continue to be in demand in TV advertising, the audit looked at major sporting events across the NFL, NBA, and March Madness. The firms were examined on impression stability, repeated reach across overlapping games, and consistency between planning and posting metrics to make sure the currencies hold up.
Meanwhile, the JIC also released an updated version of its “Guidelines for Transactability” to highlight the importance of methodological transparency in a multicurrency world.
“As innovation in measurement continues, it is critical that media buyers and sellers have the time and ability to thoroughly analyze updates to new methodology so that we can have confidence in each currency,” the U.S. Joint Industry Committee said in a statement.
