Keeping Media Honest And Competitive
While the measurement of media audiences, reporting of media costs and assessment of media cost effectiveness is critical, it is also important that we collectively ensure that the media at large follows practices which allow honest and unrestricted competition between media suppliers and allows meaningful comparisons of cost in a transparent manner.
ISA has played a determining role in this area and continues to do so:
ISA was instrumental in stopping the practice of a single advertiser booking the entire space in any one media vehicle.
ISA has encouraged and enabled a "single currency" in the measurement of TV audiences and Press readerships to allow comparisons of cost efficiency between vehicles within a medium with a common yardstick.