Audience Measurement Coalition (AMC) Launches in Europe

A significant transformation is underway in the European media landscape – one that has direct implications for pharma media and advertising. As the industry increasingly leans on trusted, independent measurement to demonstrate the impact of campaigns targeting healthcare professionals (HCPs) and patients, a new initiative aims to ensure standardized, transparent audience measurement practices across Europe.

Enter the Audience Measurement Coalition (AMC) – a newly established industry body uniting major Joint Industry Committees (JICs), Media Owner Committees (MOCs), and leading research firms to set and uphold professional standards.

The AMC’s launch comes at a critical time, coinciding with the European Media Freedom Act (EMFA) – the first legislation to regulate audience measurement. With the EMFA already in effect (since May 7, 2024) and full enforcement set for August 8, 2025, the pharma advertising industry should take note. This move underscores the growing regulatory focus on media transparency, data integrity, and the role of independent audience measurement in ensuring accurate, unbiased reporting – a concern pharma marketers know all too well as they navigate an increasingly complex advertising ecosystem.

A Unified Voice for Audience Measurement in a Privacy-First World

For pharma media publishers and advertisers, precise audience measurement is more than a numbers game – it’s a necessity. As third-party data diminishes, and privacy regulations tighten,...