Selection of GfK an NIQ Company as the Router Meter Technology Provider, Marking the Beginning of Cross-Platform Measurement in Mexico

Note: First published by Alianza para la Calidad de la Medición Multimedia en México, A.C. (ACAM), the joint industry committee for TV measurement in Mexico.

We are pleased to announce that, following a comprehensive technical and operational evaluation process, the Alianza para la Calidad de la Medición Multimedia en México, A.C. (ACAM) has selected a provider of Router Meter technology This milestone represents an important step in ACAM’s roadmap to strengthen cross-platform audience measurement in Mexico.

From the outset, ACAM designed the evaluation process to identify a technology partner capable of supporting the long-term evolution of audience measurement in Mexico. The assessment focused on several key criteria, including the maturity and reliability of the proposed technology, its scalability and flexibility to support future industry needs, the provider’s capability to deliver both the initial implementation and ongoing operational support, and its proven track record in deploying similar solutions across international markets.

To complement the documentation review, ACAM also conducted a proof-of-concept (PoC) for each participating solution. A dedicated test laboratory was established to assess the technologies in a controlled environment, followed by in-home installations within selected panel households to validate their performance under real-world viewing and connectivity conditions.

Based on the results of this comprehensive evaluation process, GfK was selected as the provider of the Router Meter technology to be deployed across ACAM’s current audience measurement panel.
The selected solution will enable the measurement of Connected TV (CTV) viewing across multiple video platforms, representing a significant milestone in the advancement of cross-platform audience measurement in Mexico. GfK’s proposal stood out for the maturity and robustness of its technology, its ability to adapt to the evolving digital media ecosystem, and its extensive experience delivering audience measurement solutions that serve as industry currencies in international markets.

GfK is a global market intelligence and analytics company with more than 90 years of experience helping organizations transform complex data into actionable insights. Operating in more than 50 countries, the company has a proven track record of delivering large-scale measurement solutions that meet the highest standards of methodological rigor, operational excellence, and data quality.

Evaluation Criteria

The proof of concept (PoC) was assessed against three core pillars:

1. Data Excellence: The evaluation considered the consistency and stability of platform identification, the quality and completeness of logs and metadata, the temporal accuracy of events and sessions, the transparency and traceability required for validation and audit processes, as well as the solution’s potential to support future Cross-Platform and Cross-Media measurement models.
2. Technology Robustness: The assessment focused on the solution’s ability to detect and classify OTT platforms, adapt to technological changes and evolving traffic patterns, maintain methodological robustness under high-demand scenarios, identify devices connected to the television (including Connected TVs, set-top boxes, gaming consoles, and streaming devices), and integrate with ACAM’s current measurement ecosystem while supporting future Cross-Media developments.
3. Operational Sustainability: The evaluation also assessed the ease of device installation, the impact on the speed, stability, and overall internet experience of panel households, compatibility with different network architectures and internet service providers, and the operational management, monitoring, and technical support capabilities required to ensure reliable and continuous service delivery.

Independent Validation of the Selection Process

As part of ACAM’s commitment to innovation, transparency, and an impartial selection process, the evaluation was conducted with the methodological oversight of CESP (Centre d’Étude des Supports de Publicité).

CESP is an independent international organization based in France and widely recognized for its work with Joint Industry Committees (JICs), media organizations, and advertisers in the auditing, certification, and evaluation of audience measurement methodologies. With more than 30 years of experience and projects spanning 25 countries, including recent engagements in France, the Philippines, and Croatia, CESP brought international expertise and industry best practices to the evaluation of the Router Meter solutions.

As part of its independent methodological review, CESP assessed:

• GfK’s international experience and proven track record.
• The proposed Router Meter technology and overall technical approach.
• Installation procedures and technical support capabilities.
• The results achieved during the proof of concept (PoC).

CESP’s participation reinforced the transparency, objectivity, and methodological rigor of the selection process, providing independent assurance that the evaluation was conducted in accordance with internationally recognized best practices.

In line with our commitment to transparency, we will continue to keep the industry informed as we move forward with the implementation plan.

The deployment of Router Meter technology marks a strategic milestone in the evolution of audience measurement in Mexico, enabling the industry’s first Cross-Platform measurement capabilities and strengthening its ability to understand Connected TV (CTV) consumption in alignment with international standards.