Plugging the Gaps: A Diagnostic Analysis of Local TV and Video Measurement
CIMM x TVB – November 2025
CIMM and TVB commissioned this diagnostic analysis to establish a clear, fact-based baseline of local video measurement. The study examines how local audiences are measured today across television, mobile devices, browsers, streaming platforms, and out-of-home environments, and, most crucially, works to identify the types and impacts of measurement gaps in the local television and video landscape.
By establishing this baseline, the study hopes to enable the industry to better understand current coverage and missing audiences and prepare for next-stage measurement solutions.
Read the full analysis below: