ANA Pushes for Governing Authority To Improve Media Measurement
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Media measurement needs “a governing authority” to address shortcomings that have dogged the industry for decades, and getting one has become a top priority of the Association of National Advertisers, the group’s CEO Bob Liodice said at the opening of its Advertising Financial Management Conference in Naples, Fla., on Monday.
“We do not have a very good handle on the performance of our media measurements,” Mr. Liodice said, in an unusually pointed address opening the session. But even in the best case it could take a year or two to establish a governing authority and how much power it would have, he said in an interview later.
What Mr. Liodice termed “the Measurement Mandate” will be on the agenda of an upcoming joint meeting of the ANA, American Association of Advertising Agencies, Interactive Advertising Bureau, Media Rating Council and Advertising Research Foundation.
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