Cross-media measurement advances in Belgium and India

National associations in Belgium and India are taking different routes to the same goal: a de-duplicated view of how many people a campaign reaches across media.

In Belgium, the United Brands Association (UBA) represents advertisers within the Center for Information on the Media (CIM), the country's Joint Industry Committee (JIC). They are developing CIM ONE, an integrated cross-media measurement framework. CIM ONE combines previously separate studies, panels and data sources into one hybrid system, including a single source panel that measures TV, audio and online consumption both at home and out of home. ToVA Pre-Buy, already in market, estimates the net reach of combined TV and online video plans. ToVA Post-Buy adds campaign evaluation across TV and online. The full framework is expected to be operational in 2027.

In India, the Indian Society of Advertisers (ISA) is working with industry partners towards a cross-media measurement system. ISA has worked on the issue for around three years through a dedicated sub-committee. The approach draws on WFA's Halo framework, using ISBA's Origin in the UK and ANA's Aquila in the US as reference points. The first phase is expected to focus on video. The aim is to bring existing data sources together rather than replace current currencies. ISA is also looking to bring a wider group of stakeholders into the process, including advertisers, media agencies, broadcasters, digital platforms, publishers and measurement companies.

There will be a dedicated session on cross-media measurement at the National Associations Council (NAC) meeting in Warsaw on 22-23 October, where WFA will share findings of a strategic review of cross-media measurement in Europe and a discussion on local programmes.

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Adding this material will strengthen collective learning and help associations in other countries build on what has already worked.