Audience measurement remains among the top marketing research services demanded by clients in North America according to the ESOMAR Global Market Research Report. The pandemic saw a surge in cross-platform media adoption, even as trust in media waned, as the pace and velocity of information (and misinformation) grew.

This two-hour webinar, presented by the Canadian Research Insights Council, will feature leaders in unique roles in data, insights and analytics, to help us understand the future of audience measurement from traditional channels to digital behaviours (active and passive).

The presenters will discuss the opportunities and challenges of cross-platform audience measurement as cross-platform viewing continues to soar. With the goal of improving advertising effectiveness, the presenters will discuss topics such as methodological innovation design, client objectives, product outcomes, targeting audiences and respondents, and maintaining and growing consumer bases.

How can we ensure reliable and effective measurement, sifting the “signal from the noise” in the big data of audience analytics?

Where should organizations and individuals focus their innovation, spending and up-skilling efforts as some audiences become harder to measure than others?


  • Judy Davey, Vice President, Media Policy and Marketing Capabilities, ACA
  • Josh Cormie, Executive Vice President, Audience Measurement Service Line Lead, Ipsos Canada
  • Catherine Malo, Senior Vice President, Cross-Media Business Development & Communications, Numeris
  • Alexander Johnston , Manager, Audience Insights Specialist, Royal Ontario Museum

Host and Moderator: Arundati Dandapani, Chief Editor & Intelligence Officer of Canadian Research Insights Council and COO of the Certified Analytics and Insights Professionals of Canada

Format: Each presenting team will speak for 10-15 minutes followed by a moderated discussion and Q&A.

Date: Tuesday, September 21, 2021
Time: 12:00 – 2 h ET

For members only:

Video recording

For non-members (free access with registration to CRIC mailing list):

Video recording