Audience measurement: broadcasters call for concrete obligations on platforms

Posted by Isabelle Szczepanski le 24 mars 2025

Facing up to platforms, representatives of private and public TV channels, streamers and advertising agencies in Brussels are calling for a level playing field when it comes to audience measurement. To this end, they believe that the European Commission should adopt guidelines based on the Media Freedom Act, which sets out obligations notably in terms of transparency and verifiability of audience data, but does not define them.

The ACT, which represents private channels and streamers, the European Broadcasting Union, which represents public channels, and EGTA, the international advertising sales organization, today presented their joint position on the future of audience measurement at European level. At the heart of the media business,…

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