New Peak Audience Measurement Body for Europe

In Paris, a number of Europe's Joint Industry Committees (JICs), Media Owner Committees (MOCs) and professional research companies have announced the formation of the Audience Measurement Coalition (AMC), which will lobby for the industry and advise regulators on relevant policy matters.

The AMC has grown out of an ad hoc coalition formed in 2017 to establish and maintain professional standards for audience measurement in Europe. Its founding members include three JICs - Médiamétrie (France), ARMA (the Romanian Association for Audience Measurement), and MMS (Sweden) - as well as research companies Nielsen, Kantar Media and GfK (now part of NIQ).

Joining these founders are another eight research bodies: AGF - Videoforschung GmbH (Germany), CIM (Belgium), Danske Medier Research (Denmark), Finnpanel (Finland), Mediapulse AG für Medienforschung (Switzerland), NMO (Netherlands), Norwegian MOC (Norway) and WEMF (Switzerland); as well as four more agencies - TAM Ireland, Comscore, Gemius and Ipsos.

The launch follows the adoption of the European Media Freedom Act, the first legislation of its kind to define audience measurement, which came into force on 7th May last year, with new rules fully applying as of 8th August 2025. One of the purposes of the AMC is to support international alignment on evolving practical matters ensuing from regulation.

Médiamétrie Chairman and CEO Yannick Carriou (pictured) is President of the new organisation, and comments: 'European regulators have recognized the importance of accurate and unbiased audience measurement in the provisions in the European Media Freedom Act. Other recently passed regulations also recognise the need and importance of accurate and impartial measurement. The Audience Measurement Coalition (AMC) has now been formally established to structure interactions between nearly 20 measurement bodies and service providers from across the EU with policymakers and regulators at EU and national level. I am honoured to be appointed as the first President of this new association. I am committed to establishing it as a key interlocutor for all stakeholders and policy-makers in the media and advertising ecosystem'.

The new organisation is online at www.audiencemeasurementcoalition.eu .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.