German video research company AGF Videoforschung is joining the newly established Audience Measurement Coalition (AMC).
With the move, AGF plans to collaborate with leading European joint industry committees, media owner committees and research companies in strengthening the standards and independence of audience measurement across Europe.
AMC aims to act as a central point of contact for regulatory authorities and policymakers regarding audience research and measurement. This initiative aligns with the European Media Freedom Act (EMFA), the first legislative framework of its kind to regulate audience measurement. The EMFA came into effect on 7 May 2024, with its new regulations fully applicable as of 8 August 2025.
“Reliable, independent, and comparable audience measurement is the foundation of a functioning media market. AGF has long been committed to ensuring uniform standards in Germany and beyond. The AMC provides us with the opportunity to actively shape these principles at the European level,” said AGF CEO Kerstin Niederauer-Kopf.
Uniting nearly 20 organisations from across the EU, AMC aims to represent the interests of audience measurement research with political and regulatory bodies, serve as an international reference for expertise and information on audience measurement and support international alignment on regulatory requirements.
Alongside AGF, AMC members include Médiamétrie (France), ARMA (Romania), MMS (Sweden), Mediapulse (Switzerland), NMO (Netherlands), Comscore, Gemius, Ipsos, as well as research companies Nielsen, Kantar Media and GfK.
AGF has been engaged in audience measurement for video content in Germany for decades, providing data to media companies, advertisers and public institutions. The Frankfurt-based company consults closely with market partners, including licensed TV stations, advertisers and media agencies.
