The media industry has trust issues. It’s time to solve them

任何曾经寻找过医疗服务提供者或高等教育机构的人都知道，通过认证的机构会得到某种程度的无言信任。

例如，只要知道某家医疗机构或某所大学已被认可遵守一套特定行业的质量标准，就能大大提高可信度和价值。

The same is true in TV measurement. Advertisers, agencies and publishers depend on it, as it underpins the decisions involving more than $77 billion in TV ad spending¹. At its core, accreditation represents unity and trust in agreed-upon standards throughout the industry. Those standards benefit everyone and bring us together.

By now, you’ve heard the news that the MRC has re-accredited Nielsen for national TV measurement. We truly value this recognition, but it’s critical to highlight the immense amount of work that went into regaining it—work that has restored the industry’s confidence in the measurement data that serves as the primary ad currency in the U.S.

我们为什么这样做？信任。

When you consider that people spend more than nine-and-a-half hours each day² with media, it makes sense that content offerings are growing increasingly rich and diverse—and that will continue. TV audiences, for example, now have nearly 1 million unique titles³ to choose from across linear and streaming channels—up from just over 646k titles at the end of 2019. With that much choice available, it makes equally as much sense that new measurement solutions are coming to market to help brands and publishers understand audience engagement.

然而，当受众陶醉于他们可以访问的日益丰富的内容时，媒体买家和卖家在权衡他们的商业决策时，也有一系列新的数据选项可供选择。无论您是购买还是出售媒体，越来越多的测量选项让很多人不知道应该与哪些测量选项进行交易。

如果测量由独立、公正的第三方进行审核和认证，就不会出现这些问题。认证还能减轻对各种选项进行审查的需要，而这种审查可能既耗时又繁琐。商定的标准是将行业团结在共同利益和目标周围的基础。它还缩小了什么是计量货币、什么不是计量货币的范围。这对每个人都有好处。

获得并保持认证的高标准凸显了认证的重要性。应美国国会的要求，媒体评级委员会（MRC）于 1963 年成立，负责监督美国媒体测量产品和数据源的认证工作。MRC 要求认证服务每年更新一次，以便为业界提供持续的数据信心，这些数据是每年数十亿美元广告交易的基础。

Everyone wants data they can be confident in—regardless of industry. Data is becoming the lifeblood of businesses around the globe. By 2025, experts forecast that the world will be rife with about 175 zettabytes of data. For context, it would take you 1.8 billion years to download that much data with an average internet connection. 

现在，想象一下，如果没有认证来帮助企业和组织了解这些数据或管理数据的使用方式，尤其是在隐私已成为优先事项的情况下，世界将会怎样。当我们共同努力时，创新就会发生，而这一时刻提醒着我们几十年来对这一行业的支持，以及我们对未来几十年的承诺。

This article originally appeared on MediaPost.

说明

1. 尼尔森Ad Intel；数字代表 2022 年美国有线电视、网络、西班牙语有线电视、西班牙语网络、定点电视和联合电视的广告支出总额。
2. 尼尔森 NPOWER、尼尔森 RADAR、尼尔森全媒体融合，2022 年第四季度
3. Gracenote 全球视频数据, January 2023