Initiative Media, Toronto

The biggest gap in Canadian television audience measurement today is, without question, the total lack of an electronic system for local market measurement.

The Canadian television system is market- or spot-driven. In fact, about 75% of television dollars are spent in spot television. Yet we rely on a hopelessly outdated measurement system to provide audience information for local markets.

This current state of affairs is an international embarrassment and many advertisers have clearly expressed their growing dissatisfaction with the situation.

Broadcasters must recognize the seriousness of this crisis and take immediate steps to fund a contemporary measurement system that provides reliable, industry-accepted audience information.