American Association of Advertising Agencies: Multi-Currency National TV Demo-Base Ratings Not Ready for Prime Time
March 07, 2024
March 07, 2024
NEW YORK, March 7 -- The American Association of Advertising Agencies issued the following news release:
While agencies are carefully assessing alternative currency initiatives, the 4A's Measurement Committee believes that the advertising industry is not yet prepared to move to multi-currency national TV demo-based ratings in 2024. There are a multitude of factors and barriers that appear likely to prevent the adoption of additional currency solutions in the marketplace. This 4A's g . . .
While agencies are carefully assessing alternative currency initiatives, the 4A's Measurement Committee believes that the advertising industry is not yet prepared to move to multi-currency national TV demo-based ratings in 2024. There are a multitude of factors and barriers that appear likely to prevent the adoption of additional currency solutions in the marketplace. This 4A's g . . .