U.S. Joint Industry Committee Completes Mid-Term Audit of Certified Currencies for Broadcasting
U.S. Joint Industry Committee Audit Completion: Validating Broadcast Measurement Capabilities
On July 10, 2025, the U.S. Joint Industry Committee (JIC) declared that it has successfully finalised its mid-term audit, which sought to assess the enhancements made by Comscore, iSpot, and VideoAmp. This audit is critical as it comes right before the much-anticipated 2025–2026 broadcast season, providing reassurance regarding the integrity and efficacy of these certified currencies in the fast-evolving media landscape.
The audit process was robust, encompassing rigorous evaluations aimed at ensuring that the measurement providers not only meet baseline operational standards but also demonstrate transparency and usability. Notably, Comscore successfully attained the JIC's benchmark for transactability within personified demographics during this audit, joining the ranks of iSpot and VideoAmp, which have also been confirmed as capable of providing solutions that are transactable across diverse demographics, households, and advanced audiences.
Collaboration and Transparency for Reliable Measurement
This audit was fundamentally a collaborative venture, driven by a diverse working group encompassing leaders in data, analytics, and investment from significant media agencies and national television publishers. They devised and scrutinized over 699 tests across three primary deal types to ascertain the technical viability and operational readiness of new currencies in real-world marketing scenarios. The results were thoroughly vetted and approved by JIC’s Measurement Subcommittee and secured a majority vote from the full committee comprising media buyers and sellers.
Audit Framework: Three Core Pillars
The comprehensive evaluation was said to hinge on three critical pillars:
1. Methodological Transparency: Crucial for establishing trust in any measurement process, each provider was subjected to 116 intricate questions spanning nine pivotal areas like big data infrastructure and governance. This aspect was vital in ensuring that certified providers are not only functional but remain transparent and auditable.
2. Total Ad Supply: Advertising data is the backbone of planning and pricing strategies in media buying. Providers submitted two years' worth of detailed ad and telecast data. The JIC verified that audience impressions were stable, logically accumulative, and consistent across various networks and inventory types, thus confirming the reliability of the data produced by all three providers.
3. Sports Supply: The most stringent test for any currency, as live sports remain a paramount area in TV advertising. The JIC focused on significant events such as the NFL, NBA, and March Madness, employing exact spot methodologies to monitor impression stability and consistency between planning and actual outcomes.
Updated Guidelines for a New Era of Measurement
In conjunction with the audit results, the JIC introduced an updated version of its Guidelines for Transactability, acknowledging the growing importance of methodological transparency in today's multi-currency marketplace. This documentation seeks to clarify the expectations from measurement providers so that there is wide understanding and trust on both the buy and sell sides regarding how the measurements are derived.
These guidelines lay down a standardized framework that covers key competencies such as data sourcing and identity resolution as the future of media planning becomes intertwined with advanced technologies, including artificial intelligence. The JIC underlines that clear communication regarding data methodology is no longer a luxury but a necessity to safeguard investments and foster innovation.
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