Cross-media measurement: the end of TV / streaming / digital silos

📝 The pitch

Médiamétrie launches WATCH, unified cross-video measurement: for the first time, linear TV, replay, streaming and CTV will be in the same framework (panel merger mid-2026). Over 70% of advertisers consider cross-media measurement a strategic priority. Beyond GRP: attention metrics and carbon footprint become the new KPIs.

📊 Key figures

• Médiamétrie's WATCH: panel merger scheduled mid-2026
• Over 70% of advertisers (IAB Europe): cross-media measurement = strategic priority
• Orange Advertising × Realytics; Stamp × First-id: measurement unification

🎯 Target audience

Research & measurement guidance for ad networks and broadcasters.