美国市场全国电视货币经济学

Funding the Fiesta The Economics of National TV Currency in the US Market January 2026 Forward from CIMM The Coalition for Innovative Media Measurement (CIMM)is a non-partisan, pan-industry association of companiesfrom across the media and advertising ecosystem,focused on cultivating and supporting improvements,innovations and best practices in measurement andcurrency development, the use and application ofnew metrics, and data collaboration. CIMM’s role is toconvene stakeholders, illuminate emerging issues, andhelp the marketplace make informed decisions. We donot advocate for any specific provider or methodologicalapproach. Instead, we aim to ensure that buyersand sellers can evaluate their options with as muchtransparency as possible and that the industry as awhole understands the conditions needed for high-quality, independent, and sustainable measurement. This report, authored by two of the field’s mostexperienced executives, provides that foundation. Itdraws on extensive financial modeling, wide-ranginginterviews with leaders across agencies, programmers,platforms, and data providers, and rigorous analysisof the structural forces reshaping the marketplace. Byarticulating the true cost components of a currencysolution, exploring potential revenue pools, andexamining the real-world constraints that shape providereconomics, the study offers a grounded assessmentof whether it is reasonable to believe that multiplecurrencies are commercially viable and sustainable. Our hope is that this work will support more productiveindustry dialogue, better-informed investment decisions,and a more resilient measurement ecosystem. As themarket continues to evolve, CIMM remains committedto facilitating collaboration, enhancing transparency, andhelping the industry navigate its next chapter of innovationwith shared understanding and shared purpose. As part of our work, CIMM commissions papers fromexperienced industry professionals and experts toreview critical market developments, explore commonchallenges and evaluate emerging areas of opportunity.These papers represent the opinions of their authorsbased on their research integrating the views of keystakeholders across the media, measurement andadvertising industries, not of the Coalition or anyindividual Member per se, and are intended to catalyzepositive, productive debates about issues of vitalimportant to the industry. This study is no exception. It was commissionedto bring greater clarity, evidence, and rigor to oneof the most consequential questions facing the USmedia marketplace today:What does it really take –financially, operationally, and structurally – to buildand sustain a national, currency-grade televisionmeasurement service in a multi-currency age? CIMM undertook this work because the stakes forthe industry are profound. Currency data remainsthe foundation of planning, pricing, forecasting, andtransacting billions of dollars of advertising investmenteach year. Yet the ecosystem surrounding thisfoundation is changing faster than at any point in itshistory. Viewing has fragmented across platformsand devices; streaming has introduced both newopportunities and new cost dynamics; identity data isevolving under pressure from privacy regulation; andbuyers and sellers face increasing commercial andoperational complexity when navigating multiple datasetsthat sometimes deliver materially different answers. Inthis environment, the industry requires a clear-eyed, fact-based understanding of the economics that underpincompetition, innovation, and long-term viability in thecurrency marketplace. About the Authors Manish Bhatiais a media industry expert reputed fordeveloping strategies and implementing plans that leadto sustainable, scalable, and profitable organizationalgrowth. His consistent success focuses on emergingtrends, using client feedback, implementing bestpractices, and pioneering innovations to transformorganizations in competitive markets. Manish’s talentsin identifying the new and next, rapidly developingstrategies, and delivering profitable growth have benefitedKantar Media (Bain Capital), The Nielsen Company(NYSE: NLSN), Comscore (NASDAQ: SCOR), SymphonyAdvanced Media, and NetRatings (NASDAQ: NTRT). Joshua Chasinhas held executive positions at Arbitron,Simmons, Comscore, and VideoAmp, and has beeninvolved in the design and management of audiencemeasurement solutions for network TV, local TV, networkradio, local radio, newspapers, magazines, Out-of-Home,the Internet, and cross-platform video. He was a winnerof the Advertising Research Foundation’s prestigiousErwin Ephron Demystification Award in 2020, and waselected to the Market Research Council Hall of Fame in2025. Josh currently owns and operates KnotSimpler, aconsultancy that helps enterprises monetize data assetsin the advertising analytics space. Manish is currently serving as an independent boardmember at Dynata–the world’s largest first party datacompany–and as a Senior Advisor to Eurek