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CIBAR Talk 'Digital Growth and Audience Measurement'

Bridging the gap: International CIBAR community discusses global audience research trends and reinforces dialogue on shared experiences and challenges.

CIBAR Conference | Talk January 2025
Image: CIBAR

How can performance and usage be understood within global trends, and how meaningful are global metrics compared with other measures such as impact, relevance, and contextual value?

These questions shaped the online CIBAR Talk held in late January 2025, where around 40 international audience researchers from BBC World Service, France Médias Monde, RFE/RL, VOA, RFA, MBN, USAGM, TV5MONDE, and DW came together to examine the changing landscape of audience measurement, metrics, and methods amidst rapidly evolving audience behaviors. Several colleagues from DW’s Market and Audience Insights team, including Rosina Barbanera, Anna Mischler, and Claudia Laubach, along with CIBAR coordinator and co-host Julian Reale, actively facilitated the conversation sharing valuable insights from their work. 

"This is exciting! I’m very glad we did this! Overall, it was a positive experience with many thought-provoking questions, and the participants were highly engaged!" remarked Beata Janosz, the co-host and director of the Audience & Growth department at RFE/RL. "This conversation was incredibly interesting, and we still have numerous topics like challenges with digital metrics, use of influencers, measuring content consumed across platforms and the general adaptation to market conditions to explore. I’m pleased that everyone agrees to continue delving into these issues in the future."

Amid politically motivated restructuring plans, even tendencies towards the dissolution of U.S. international broadcasting under the new Trump administration, and ongoing financial uncertainties for France Médias Monde due to planned reforms and budget disputes in France, Beata Janosz and Julian Reale remained persistent and persuasive in mobilizing the community to organize the online event on Digital Growth and Audience Measurement. A diverse group of experts from the respective teams of the providers participated, reaffirming the commitment to continued collaboration beyond this discussion round. The group highlighted shared challenges in audience measurement across organizations, particularly concerning research limitations in difficult regions and media markets, the volatility of digital metrics, and the quest for consistent benchmarks amidst fluctuating data. Topics also included engagement and impact metrics, as well as the intersection of traditional and digital platforms in adapting to rapid shift in news consumption. 

While the outlook for 2025 appears challenging for many CIBAR members due to political and financial hurdles, the coordination team – led by DW – remains determined to advocate strongly for CIBAR and to continue fostering close connections with colleagues. 

CIBAR comprises audience researchers from international public service media organizations, aiming to enhance understanding of audience research among international broadcasters and to strengthen the practice and significance of audience research and engagement. It’s core members include Deutsche Welle, BBC, France Médias Monde, RFE/RL, VOA, USAGM, ABC Australia and NHK World Japan.