In the present day, the U.S. Joint Business Committee (JIC) introduced the completion of its mid-term audit, which included evaluating enhancements to Comscore, iSpot, and VideoAmp as licensed currencies of file forward of the 2025-2026 broadcast TV season.
In accordance with the JIC, Comscore, iSpot, and VideoAmp have every handed the audit and preserve certification. The information comes following a rigorous analysis designed to make sure the trio of measurement suppliers met baseline necessities for operational performance, transparency, and value.
Most notable within the current audit course of was Comscore, which formally met the JIC’s benchmark for transactability in personified demographics, becoming a member of iSpot and VideoAmp to offer the market with three options which were verified as transactable throughout personified demographics, households, and superior audiences.
The JIC’s course of was designed as a joint effort by a bunch of knowledge, analytics, and funding leaders from media businesses and nationwide TV publishers. The group assessed greater than 699 exams throughout three main deal sorts to verify new currencies are viable and operationally prepared for real-world planning, pricing, and reconciliation. The audit outcomes have been reviewed and permitted by the JIC’s measurement subcommittee earlier than reaching a majority vote inside the full committee of mixed media patrons and sellers.
Brittany Slattery, chief advertising and marketing officer, OpenAP, mentioned every measurement firm got here to the desk to collaborate with the JIC on the audit course of.
“This isn’t nearly certifying distributors—it’s about making a extra accountable, agile, and interoperable measurement market,” Slattery instructed ADWEEK. “The audit and tips have been developed and utilized by a cross-functional group of buy-side and sell-side leaders, assembly weekly for almost two years. That is market governance in motion—not vendor self-reporting.”
Slattery added that as upfront conversations proceed, the audit was primarily based on real-world use circumstances, not principle.
“A standardized framework for evaluating measurement options is central to that progress—one that allows comparability, protects in opposition to the misinterpretation of metrics, and fosters innovation,” Slattery mentioned.
The JIC’s audit framework consisted of three pillars, together with information analysis questions, whole advert provide, and an in depth evaluation of sports activities, which adopted a standardized format that spanned transparency, completeness, methodology checks, and stability of knowledge. Here’s a breakdown of these three components:
Methodological transparency
Every measurement agency was required to reply 116 detailed information analysis questions overlaying 9 important areas: massive information infrastructure, governance, personification, and interoperability with media programs. The rating relied on transparency and completeness to make sure that licensed suppliers are practical in addition to open, auditable, and future-ready.
Whole advert provide
The corporations have been required to submit two years of advert and telecast-level information throughout all foreign money sorts, whereas the JIC examined whether or not viewers impressions have been steady over time, logically additive, and constant throughout networks and stock ranks. The exams mirror how patrons mannequin GRPs, negotiate pricing, and forecast attain.
Sports activities evaluation
As dwell sports activities proceed to be in demand in TV promoting, the audit checked out main sporting occasions throughout the NFL, NBA, and March Insanity. The corporations have been examined on impression stability, repeated attain throughout overlapping video games, and consistency between planning and posting metrics to verify the currencies maintain up.
In the meantime, the JIC additionally launched an up to date model of its “Tips for Transactability” to spotlight the significance of methodological transparency in a multicurrency world.
“As innovation in measurement continues, it’s essential that media patrons and sellers have the time and talent to totally analyze updates to new methodology in order that we are able to believe in every foreign money,” the U.S. Joint Business Committee mentioned in a press release.
