LONDON, UK — In 2023, the US TV and advertising industries may have come together to form a Joint Industry Committee (JIC) to agree video currency standards for TV measurement companies.

But that doesn’t necessarily mean the JIC will work on the same model as the European JICs that long preceded it.

In fact, Laura Chaibi, Director of International Ad Marketing & Insights at Roku, says the US JIC is “fundamentally different”.

She spoke with me at Looking Ahead: TV in Europe 2025,” a Beet.TV Leadership Summit, presented by Magnite & Publica.

A Different Approach to Measurement

In the US, the measurement ecosystem has been built on a minimum entry level for measuring something. “A framework is made. The media ratings Council will set out what that framework looks like, it’s endorsed, and then auditors will come in and audit to make sure that you’re meeting the minimum requirements for certification,” Chaibi explains.

This pro-competition model in the US allows measurement vendors to build on top of the basics and differentiate themselves by adding value.

In contrast, many other regions around the world, including Europe, favor a consolidated approach to form not-for-profit organizations known as JICs. These tripartite organizations facilitate communication between advertisers, agencies, and publishers.

JICs: An International Perspective

Despite the recent emergence of a JIC in the US, Chaibi argues the American model isn’t quite the same as its international counterparts.

She provides an example from the UK, where a JIC functions as a not-for-profit organization, with all parties entering equally.

“You have shareholder representation, you have stakeholder representation, you’ll have voting rights by the different tripartite. You will send your best of the best to form what are called the technical committees for measurements,” she elaborates.

This committee then forms a tendered framework, which is presented to the commercial board, and the JIC and currency are formed based on the funding available. This model, she insists, is the polar opposite of what an established JIC looks like in the US.

European JICs: Tailored to Local Requirements

Even across Europe, Chaibi suggests, there is no such thing as a pan-European JIC, meaning a market-by-market approach is required.

Each JIC, she explains, is custom-built to cater to the local requirements of that market, based on what the buyers want and the regulatory framework they need to work within.

For instance, France has always prioritized out-of-home measurement for television, whereas Italy might focus on overnight performance to inform trading agreements.

Chaibi points out that the differences in regulatory requirements from one market to another make television advertising a unique beast.

“All of these little nuanced rules and regulations that change market by market are why television has always been slightly different than, let’s say, a platform on the digital side.

“They’re not necessarily having to uphold the regulatory requirements that often are observed in television environments,” she concludes.

You’re watching “Looking Ahead: TV in Europe 2025,” a Beet.TV Leadership Summit, presented by Magnite & Publica. For more videos from this series, please visit this page.