Over the course of 2011-2012, the Canada Media Fund (CMF) conducted a large-scale study in order to establish a unified approach to digital media performance measurement. This undertaking lead to the creation of the CMF’s Digital Media Performance Measurement Framework.
The conceptual model that constitutes the Digital Media Performance Measurement Framework was developed with the collaboration of a national advisory committee, composed of 32 industry stakeholders hailing from digital production, producers’ associations, broadcasters, and other funding bodies. The CMF’s objectives in regards to this framework are to:
- Define a standard set of digital media performance metrics and key performance indicators (KPI) that would apply to all CMF programs.
- Comply with the requirements of the Department of Canadian Heritage.
- Establish the bases for developing weighting factors that apply to digital media performance measurement, and which would ultimately serve to calculate Performance Envelopes.
The Digital Media Performance Measurement Framework provides:
- A system for classifying the various digital media projects funded by the CMF.
- Baseline metrics that will serve to calculate the key performance indicators (KPI) of digital media projects
The Digital Media Performance Measurement Framework is applicable to all digital media components funded through the Convergent Stream (excluding TV and VOD) and all projects funded through the Experimental Stream. The documents detailing this measurement framework are available below :
- Advisory Committee Report Executive Summary
- Digital Media Performance Measurement Framework
- Appendix A: Tables of detailed metrics and KPIs per principal content type
Online form for producers to report on audience and consumption data of funded projects.