Europe: A New Horizon for Audience Measurement

Médiamétrie is one of the six founding members of the Audience Measurement Coalition (AMC), established in 2025, which brings together the leading JICs (Joint Industry Committees), MOCs (Media Owner Committees), and market research firms in Europe. It currently holds the coalition’s presidency.This pan-European coalition aims to ensure the implementation of common principles for Audience Measurement across the continent, and to speak with a single voice to European authorities, particularly in the context of implementing the EMFA (European Media Freedom Act), the first law to provide a definition of Audience Measurement and to establish its fundamental principles: transparency, impartiality, comparability, proportionality, inclusion, and non-discrimination, as well as verifiability.