WFA Media Charter
Management of Media Research
- Advertisers believe that the best way to initiate, manage and shape Media Research and Audience and Circulation measurement is through Joint Industry Committees (JICs) comprising media owner, agency and advertiser representatives.
- These JICs should have responsibility for fostering correct practice and compliance with international standards, like the Global Guidelines for Television Audience Measurement (GGTAM) and all other Global Guidelines, of the measurement systems under their control.
- They should be responsible for deciding between measurement system contractors or providers and should be the "supreme authority" on all questions of audience and circulation measurement research.
- To avoid duplication of costs and confusion between the data produced by different measurement systems, advertisers have a strong preference for a single measurement system for a medium in a market. When and where, for specific reasons, more than one system is available, the respective operators must make available to the JIC (or, in its absence, to the users) all the useful information to compare results, appreciate (and explain) similarities and differences.
- Top quality standards must be the clear goal via JIC supervision of the audience and circulation measurement system whilst competitive pressure will be assured through regular contract reviews, tenders or pitches. Advertisers insist that every market must always be open to new techniques and/or new operators.
- Advertisers endorse the principles of a JIC as they have been outlined in the GGTAM. These principles are applicable to any JIC set up for the measurement of audience of other media, or else for multi-media Research.
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