Multicultural Television Audience Measurement

We need to ensure that the new TV audience measurement systems provide accurate and comprehensive measures of multicultural audiences. Audience data serves as currency in television, translating directly to media revenue and advertiser spending. This is not just a research issue but a business concern. The new measurement systems face a new set of challenges. They depend on big data borrowed from other businesses, and new methods to adapt big data to the purpose. These are all being scrutinized from a general market view, but no one is doing so from a multicultural perspective. It falls to AIMM to ensure that these new television audience measurement systems meet the needs of multicultural marketers.

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