What is a CUSV/Auditel Spot ID Code?

Starting from July 1st, 2025, in order to measure the performance of linear and digital TV campaigns and access competitive analysis based on Auditel data (the italian authority for TV audience measurement), it will be possible to associate every TVC aired in Italy with a CUSV, a 14 character code issued by Auditel. 

How to obtain it

First,  Advertisers will need to be registered on the Auditel platform to be able to request a CUSV.

And this registration can only be carried out by someone from within the company.

If then the Advertiser/Agency ask someone else (post house or production company) to request the CUSV, the person in charge must register on the Auditel platform, receive access credentials, upload a copy of the commercial and the campaign metadata—a process that can take a significant amount of time.

The code must then be included in the delivery order on Peach, so it can be sent to the broadcasters.

A simplified process with Peach

To simplify the process and avoid errors—the most criticals being associating the wrong CUSV to a given commercial or forget to add it (CUSV can't be modified or added after the file upload)—Peach, through integration with Auditel, allows you to instantly generate the code directly from the delivery platform.

All you need to do is create a campaign on Peach by entering the Advertiser, which must already be registered on Auditel. At this point, the VAT number field (required to obtain the CUSV) will be automatically filled in.

The CUSV will then be generated and associated with the commercial when the order is created on Peach—without the need to access the Auditel platform.

If you wish to take advantage of this service, there’s nothing you need to do: a fee of €30 will be charged per asset (not per destination).

If, however, you prefer to handle the process by yourself, you can disable the feature from the delivery order page deselecting the Generate CUSV Code option. Then the CUSV field become available and you can add the code you got it from Auditel platform.

Please note:  the CUSV can be added only when creating the order. If you forget to add the CUSV there is no way to add it later, even if the ad has not been sent yet, and you have to create a new order.

For any support needs related to the Auditel platform, you should contact them

directly at cusv@auditel.it