Programmers Part of Committee Crafting New Ratings Metrics

Programmers, the Video Advertising Bureau and OpenAP are partnering to create a measurement certification and streaming viewership dataset for determining ratings, OneAP said Monday. Programmers joining the Joint Industry Committee (JIC) effort are Fox, NBCUniversal, Paramount, TelevisaUnivision and Warner Bros. Discovery. OpenAP said measurement certification standards will be formalized and officially announced March 1. It said JIC goals include a programmer data set that harmonizes streaming viewership data and hiring of a third-party audit firm to verify the accuracy of the streaming viewership dataset. In a joint statement, Paramount CEO Bob Bakish, TelevisaUnivision CEO Wade Davis and Warner Bros. Discovery CEO David Zaslav said premium video's advertising model "depends on an ecosystem for measurement that is transparent, independent, inclusive, and accurately reflects the way all people consume premium video content today. By coming together to establish this JIC, we can collaborate and accelerate the efforts to implement a new multi-currency future that fosters more competition, inclusivity and innovation and will ultimately better serve advertisers, agencies and consumers."