TVOT SF 2023: JICs, MOCs, and Other Changes to US Audience Measurement

Thursday, May 25th, 2023

2:25pm

Ballroom

In January 2023, a group of TV sellers announced the formation of a Joint Industry Committee (JIC) to validate and certify alternative currency providers in the U.S. The announcement was cause for curiosity, in both the U.S. and elsewhere as to whether this was truly a JIC, or a MOC (Multi-company Organizing Committee) or simply an industry coalition. But what did not seem in doubt was that the audience trading currency in the US, long dominated by one company, and based on average program commercial ratings, will be changing. This panel will discuss whether and how best to set up currency measurement now and in the future. Panelists include:

Helen Katz, EVP of Research, Publicis (Moderator)

Howard Shimmel, Head of Strategy, datafuelX

Kelly Metz, Managing Director, Advanced TV Activation, Omnicom

Liz Huszarik, Managing Partner, Maverix

Maggie Zhang, SVP of Measurement Strategy and Operations, NBCUniversal

Stuart Schwartzapfel, EVP of Media Partnerships, iSpot.TV