Media industry moves to develop unified audience measurement framework
KUALA LUMPUR: The Malaysian media industry is developing a unified Single Audience Measurement (SAM) framework to tackle longstanding issues caused by fragmented audience data.
The Malaysian media industry is working on a unified Single Audience Measurement (SAM) framework to address fragmented audience data issues. The Communications and Multimedia Content Forum of Malaysia (CMCF) is leading the initiative, with stakeholders including broadcasters, advertisers, media agencies, digital platforms, and streaming services.
The goal is to provide a single, de-duplicated view of consumers across various media platforms. The current fragmented measurement systems do not align with modern media consumption habits. The Joint Industry Committee (JIC) is conducting a Request for Information to gather global SAM models, methodologies, and best practices, aiming to establish a common currency that the market can trust.
This effort could enable better decision-making for advertisers and content creators by providing a clearer view of audience reach and incremental impact.
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