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FreeWheel Council for Premium Video Europe launches Measurement Matrix

Provides an overview of audience and verification metrics for the premium video industry

Advocacy group the FreeWheel Council for Premium Video Europe has launched the European Video Measurement Matrix, which aims to provide a unique overview of audience and verification metrics for the premium video industry.

The Council, which is backed by the likes of Channel 4, Canal+, RTE, MTG and Sky Media,  has created the report as a reference tool to provide information on similarities and differences across Europe and “open up a dialogue on how metrics should evolve over time to serve the interests of brands and premium video providers alike.” 

The European Video Measurement Matrix has been compiled in two parts – looking at audience (linear and digital) and verification metrics. In particular it shows:

– The technology/methodology used by audience and verification providers

– The current metrics used to measure audiences for premium video

– How these metrics work across different platforms – TV, mobile, desktop, VoD and OTT, and cross-platform

“The rapid changes in the premium video sector create many complexities and challenges in the development of measurement solutions,” said Virginie Dremeaux, digital marketing and development director at CANAL+ Régie. “The FWCE’s European Video Measurement Matrix allows the industry to see how metrics are evolving and moving beyond existing baseline standards to generate more valid and accurate data.”