The advertising and media industries have identified age breaks and socio-economic descriptors as priorities as part of investigations into how to achieve greater audience measurement consistency across all the various media platforms.
The push is a joint initiative of the peak bodies the Media Federation of Australia, the Advertising Federation of Australia and the Australian Association of National Advertisers who say the move is being driven by advertiser demand for audience measurement standardisation across all of the sectors to allow easier and more accurate analysis.
In a joint release the three bodies said that in first round discussions participants at the so-called Harmonisation Industry Forum agreed on the two priorities—creating common age breaks and the development of additional descriptors that could allow more “defined evaluation” of affluence or socio-economic status.
Those attending the forum included representatives from across the media platforms including TV, print, radio, outdoor, cinema and the Internet.
The two issues will now be investigated in detail by the respective researchers for various media ahead of further discussions.
It comes at the same time as the World Federation of Advertiser is focused on the same issue with an investigation of the possibility of a move from what it terms a “siloed media-centric” to “a holistic multi-media user-centric” base for media measurement.
