Leading Local Insights

Measurement vs. Currency with Lisa Ciancarelli

May 11, 2022 BIA Advisory Services Episode 45
Leading Local Insights
Measurement vs. Currency with Lisa Ciancarelli
Show Notes

The ongoing debate between measurement and currency is one that continues to need to be discussed. In this podcast, our guest Lisa Ciancarelli, VP of Insights & Analytics at VideoAmp, brings clarity and foresight to the forefront. 

This podcast discussion addresses many current issues facing the media industry such as the definitions and differences between measurement and currency, and the three factors good currency needs to encompass: methodology, transparency, and alignment and representation.

It also answers some key questions: Who is going to pay for these changes, how is all of this going to change this year’s upfronts, and how do these new approaches give more stability to the smaller players?

A consummate data storyteller, Lisa is a seasoned media researcher with over 25 years’ experience.  She has worked with many high-profile media brands, including America Online, CBS, AMC Networks and A&E TV, as well as measurement provider, Comscore. 

Hosting the discussion is Nicole Ovadia, BIA’s Vice President of Forecasting & Analysis, and Mitch Oscar, Director of Advanced Advertising Strategies at USIM.