The AMC will seek to serve as a voice of the audience measurement industry in conversations with European regulators, in particular over the adoption of the European Media Freedom Act.

The European Media Freedom Act, which came into force in May 2024, will have new rules fully applying from 8^th August 2025, and aims to protect the independence of European media organisations.

The AMC will also act as a source of reference for audience measurement knowledge and information and support alignment on practical matters ensuing from regulation.

The organisation will focus on key areas of policy, such as the recognition of independent audience measurement in EU law including all of the related governance standards that are expected by key market players.

The AMC’s founding members are Médiamétrie (France), ARMA (Romanian Association for Audience Measurement) and MMS (Sweden), who are all JICs, and research companies Nielsen, Kantar Media and GfK.

Other joining members are AGF – Videoforschung GmbH (Germany), CIM (Belgium), Danske Medier Research (Denmark), Finnpanel (Finland), Mediapulse AG für Medienforschung (Switzerland), NMO (Netherlands), Norwegian MOC (Norway), WEMF (Switzerland), Comscore, Gemius and Ipsos.

Yannick Carriou, president at the AMC, said: “The 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 policymakers in the media and advertising ecosystem.”