Sue Haas: Measuring Canadian Media Consumption

In an age of fragmented media consumption, tracking how Canadians watch content has become increasingly complex. Our latest episode reveals the fascinating world of media attribution through the eyes of Sue Haas from Nlogic. (And yes... attribution is fascinating... don't @me)

Sue is currently holding the position of Chief Growth Officer at Numeris and explains the relationship between the two entities and why the relationship is going to solid for broadcasters.

The launch of Nlogic's Video Audience Measurement (VAM) marks a significant milestone in understanding Canadian media habits. This innovative data set captures content across 95% of Canadian platforms, from traditional broadcasters to streaming giants like Netflix, YouTube, and TikTok. The goal? To provide a comprehensive picture of video consumption that goes beyond outdated measurement techniques.

Particularly fascinating is the challenge of Canadian media measurement. Unlike the U.S., Canada has unique viewing patterns, especially in regions like Quebec, where linear TV remains dominant. Global platforms often overlook these nuanced differences, making Canadian-specific data crucial.

The future of media measurement is about integration – bringing together first-party data, cross-platform insights, and a holistic view of audience engagement. As streaming continues to evolve, tools like VAM are becoming essential for content creators, advertisers, and media strategists navigating the complex digital landscape.

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And because we talked a lot about video - it only makes sense that we present the show in video, right?