Launching a New Audience Measurement Currency

Launching a new audience measurement currency is one of the most significant changes a media market can undertake. Audience currencies underpin trading, planning and investment decisions, providing a common standard for buyers, sellers and advertisers. When audience data changes, stakeholders need clarity, transparency, and confidence in the new measurement approach.

Changes to an audience measurement currency often raise important questions across the market. What has changed? Why are the results different? How should the new data be interpreted? And how can confidence be maintained throughout the transition?

For decades, Ipsos has partnered with Joint Industry Committees (JICs) and media industry bodies worldwide to design, launch and operate audience measurement currencies across television, radio, print, digital, out-of-home and cross-media environments. Drawing on this experience, we have developed a practical guide to help markets navigate change, build trust, and accelerate adoption.

Inside the guide, you'll discover:

• How to engage stakeholders early and build industry-wide alignment through co-creation and collaboration.
• Effective approaches for communicating methodological change with clarity and transparency.
• Practical guidance for managing transitions, including both bridge and clean-break approaches.
• How to validate and contextualise new audience data to strengthen market confidence.
• Ways to equip buyers, sellers and planners with the tools and support they need to act on new insights.
• Best practices for driving adoption through education, communication, and ongoing engagement.
• A case study showing how Ipsos supported the launch of a new passive audio measurement currency in the Netherlands.

Whether you are launching a new audience measurement system, transitioning to an updated methodology or strengthening confidence in an existing currency, this guide provides a practical roadmap for success.

Download the guide to learn how to build trust, manage change and successfully launch a new audience measurement currency.