Audience Measurement systems worldwide have been evolving to meet the emerging needs of the industry. Rapid advancements in technology are re-shaping both the distribution as well as the consumption of content. These changes are not only country-specific but have a global impact, given the true nature of digital media.

BARC (India), Médiamétrie (France), Numeris (Canada) and Video Research (Japan) will collaborate on future audience measurement initiatives including the development of common technical standards and operational processes, in order to benefit the existing currency services each member operates, in their respective market, through their current organization and measurement partners. The four founding nations collectively account for a total population of more than 1.5 billion and represent a combined advertising spend of U$D 78 billion (15% of the worldwide total).

Brad Bedford, a veteran audience measurement executive, has been appointed Global Managing Director of GAMMA.

GAMMA aims to leverage the collective knowledge and sector expertise of each member to advance audience measurement solutions worldwide. Through closer cooperation, the participants intend to identify strategies and solutions that are more transparent and standardized. This will ensure greater efficiency, consistency and scope for audience measurement providers and their partners from this point forward.