市场货币的重构:美国跨屏受众测量的进展与思考

The Reconstruction of Market Currency:Progress and Thinking of Cross-screen Audience Measurement in the United States

融媒跨屏市场的有序化发展,要求实现超越传统视听率尺度的新市场货币的重构,2019年美国媒体评估委员会推出的《跨媒介受众测量标准(视频版)》代表这一领域的最新进展。美国跨屏测量大体呈现四项特征:(一)测量(数据)主体多元,有从去中心向再中心发展的动向;(二)测量技术朝着数字算法和生物技术方向创新;(三)测量方式有以同源为主的趋势,但是通过虚拟ID等方式实现数据的"同源化",而非传统意义上的样本组同源;(四)测量指标统一,重新定义原有指标并升级转换为跨屏指标,同时引入新指标。美国实践对于我们思考和改进我国跨屏测量生态和市场秩序有一定的参考价值。

The development of cross-screen measurement market requires the reconstruction of new market currency beyond traditional audience ratings scale in the era of media convergence.MRC Cross-Media Audience Measurement Standards(PhaseⅠVideo)released by the U.S.Media Rating Council in 2019 represents the latest progress in this field.There are four characteristics of cross-screen measurement in the U.S.:to start with,the main body of measurement and data is diversified,and there is a trend from decentralization to re-centralization.And then,the measurement technology is innovating in the direction of digital algorithms and biotechnology.Meanwhile,there is a tendency of homology in measurement,while its realization relies on methods such as virtual ID to produce homologous data,rather than traditionally establishing homologous sample groups.At last,the measurement indicators are unified by redefining and upgrading the original to cross-screen indexes and introducing newly-formed ones.The U.S.corresponding practice is of a certain guiding value for Chinese practitioners to introspect and to perfect the current cross-screen measurement ecology and its marketing order in China.