In a significant development for the media and advertising sectors, several leading European organizations have united to form the Audience Measurement Coalition (AMC). This new coalition aims to address policy matters related to audience measurement in light of the European Media Freedom Act, which became effective on May 7th, 2024, with full implementation set for August 8th, 2025. The AMC will serve as a representative body for organizations involved in audience measurement, providing expertise and guidance on regulatory developments. Additionally, it will act as an authoritative source of information for regulators and stakeholders, promoting international alignment on evolving industry practices.

Establishment and Objectives of the Audience Measurement Coalition

In the vibrant landscape of European media, the formation of the AMC marks a pivotal moment. Initially established as an informal alliance in 2017, this coalition has now officially come together to advocate for professional standards in audience measurement. The founding members include prominent entities such as Médiamétrie from France, ARMA from Romania, and MMS from Sweden, along with research firms Nielsen, Kantar Media, and GfK. Other notable participants are AGF – Videoforschung from Germany, CIM from Belgium, Danske Medier Research from Denmark, Finnpanel from Finland, Mediapulse AG from Switzerland, NMO from the Netherlands, Norwegian MOC from Norway, WEMF from Switzerland, TAM Ireland, Comscore, Gemius, and Ipsos.

The AMC's primary goals encompass representing organizations active in audience measurement during public policy discussions and regulatory changes. It will also serve as a reference point for knowledge and information in dialogues with regulators, public authorities, and other industry stakeholders. Furthermore, the coalition will support the harmonization of practical matters arising from new regulations, ensuring consistency across different markets.

Yannick Carriou, the newly appointed President of the AMC, emphasized the importance of accurate and unbiased audience measurement, noting that recent regulations highlight the need for impartial measurement. Under his leadership, the AMC aims to become a key interlocutor for policymakers and stakeholders in the media and advertising ecosystem.

The AMC will focus on key policy areas, including the recognition of independent audience measurement in EU law and the establishment of governance standards expected by publishers, advertisers, cultural industries, and public authorities.

From a journalist's perspective, the formation of the AMC represents a crucial step towards ensuring transparency and accuracy in audience measurement. By bringing together nearly 20 measurement bodies and service providers, the coalition can effectively engage with policymakers and regulators at both EU and national levels. This collaboration is essential for maintaining trust in media metrics and supporting the broader media ecosystem. The AMC's efforts will undoubtedly contribute to a more reliable and standardized approach to audience measurement, benefiting all stakeholders involved.