Médiamétrie creates MediaReach – unified measurement of Cross Media Video advertising campaigns

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In order to provide an accurate picture of all media and advertising usage, whatever the distribution channel, Médiamétrie is offering a new service to the media ecosystem to measure the performance of advertising campaigns – MediaReach – with an initial stage dedicated to Cross Media Video advertising measurement.

In 2026, in consultation with the market, Médiamétrie and MediaReach will develop a harmonised measurement that will enable advertisers and all stakeholders in the advertising market to compare the performance of advertising campaigns objectively, whether they run on television, on streaming platforms or on video-sharing platforms.

In autumn 2025, the Cross Media Video Committee, which brings together all the key market players (broadcasters, video platforms, advertisers and agencies), reached a historic agreement by adopting a framework of six indicators* for comparing linear TV campaigns with digital video campaigns. Based on visibility and completion** criteria, this framework will sit at the heart of the new offering.

Médiamétrie is currently working on the operational development of its MediaReach solution with the support of its technology partner Audience Project, with a view to bringing it into service in the first half of 2026. 
 

"Gaining access to a unified, de-duplicated view of video advertising campaigns across all screens – through a transparent, reliable measurement that is representative of current viewing behaviours – is a major priority for the advertising market, for advertisers, agencies and publishers alike. We are delighted to be able to respond to this need with the creation of this new MediaReach universe of offers and the first campaign assessments from 2026."

Julien Rosanvallon, Deputy Managing Director of Médiamétrie 

With MediaReach, Médiamétrie covers seven major areas of expertise to offer its clients reliable, innovative, comparable and useful audience measurement, now and in the future.

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* number of contacts and reach, based on total impressions, viewable impressions (2 seconds, 100%), and viewable impressions completed to at least 25%, at least 50%, at least 75% and 100%.
** indicator used to assess the performance of video advertising on digital media. It is measured in terms of the average time the ad is viewed.