egta and The Global TV Group have released a TV Charter, setting out the high standards TV companies commit to with regards to measurability, transparency of data and accountability. It aims to raise the bar for the rest of the industry through a set of simple yet fundamental principles.
The Charter has been adopted by the majority of egta’s 155 member sales houses who are active in over 42 countries. Through defining first-time measurement standards for the entire TV industry, the charter serves to remind advertisers of TV’s premium environment – on-air and online.
TV already meets advertisers demands for brand safety, transparency and access to verified data as outlined by the WFA’s (World Federation of Advertisers) Global Media Charter in 2018. The ultimate goal of this charter is to now ensure the TV industry moves forward in unison – evolving audience measurement and continuing to set the highest industry standard on a global level.
“In a fast-evolving media landscape characterised by changing viewing behaviour across screens and platforms, audience measurement too must evolve. As a growing amount of companies develop proprietary solutions in an attempt to solve part of the equation, it seems increasingly clear that the adoption of common industry guidelines is a much better option and that setting standards for viewability, transparency, accountability and data comparability is imperative to creating a level playing field.” Malin Häger, President of egta and Sales Manager & Chief Commercial Officer at TV4 Sales