WarnerMedia, Interpublic Group Will Test Three New Audience Measures

variety.com:

Brian Steinberg Senior TV EditorBefore the TV industry can claim to have a new yardstick in place for measuring audiences, it will need to test many different ones.WarnerMedia, slated to be acquired by Discovery within days, has struck an alliance with Interpublic Group’s Mediabrands that will allow advertisers to test how three different measurement services gauge the performance of ad campaigns.

The results from the test could influence the sorts of measurement deals Warner offers in the industry’s next “upfront” ad-sales market and will aid Mediabrands’ review of measurement providers.

Interpublic will test results of campaign analysis from Comscore, iSpot.TV and Videoamp, all three of which examine the impact of advertising across various media venues. “The goal here is to understand the strengths of each of these measurement partners so that we can better utilize this suite of innovators who are doing things differently,” says Andrea Zapata, head of research.

data and insights for WarnerMedia’s ad-sales division, responding to questions via email. ” We want to share our learnings before the 22 upfront so that we are confident we and our clients are making the right investments.”WarnerMedia is just one of several traditional media companies who say they are seeking to offer an alternative to audience measurement, an area that has long been dominated by Nielsen.