How the CIM became a thought leader on the international stage

It is no coincidence that the Centre for Information about Media's pioneering cross-media measurement methodology, CIM ONE bridges the gap between local and global relevance. Thanks to shared ambitions in cross-media measurement, cooperation among the national Joint Industry Committees (JICs) is perhaps stronger than ever. But this is, of course, nothing new.

Knowledge sharing

The JICs, with CIM as the Belgian representative, have united across numerous international associations. The list is long: the Audience Measurement Coalition (AMC), the International Association of Joint Industry Committees for Media Research (I-JIC), the European Media Research Organisation (EMRO), the International Federation of Audit Bureaux of Certification (IFABC), Euroclub and iclub. They exchange knowledge and experience to help each institute optimise media consumption measurement in its own market.

This measurement is increasingly cross-media. This makes sense because the more seamlessly consumers move between devices or platforms, the more important it is to map this hybrid media behaviour accurately. After all, both media organisations and advertisers benefit from accurate mapping.

Incidentally, its international memberships are not the only assets CIM leverages to integrate this global perspective into its strategic exercises and the development of CIM ONE. CIM also works closely with local associations such as UBA and VIA, organisations that, as members of the World Federation of Advertisers (WFA) and EGTA respectively, are part of umbrella organisations where cross-media measurement is high on the agenda.

The need for transparency

A unified currency is essential to developing a cross-media measurement system: a level playing field for analysing campaign metrics and valuing channels, with a focus on comparability and transparency. These objectives are promoted at European level through legislative frameworks such as the European Media Freedom Act and the Digital Services Act, and the JICs continue to emphasise them. Within the JICs, the CIM has therefore co-authored a position paper on the transparent auditing of platforms.

Although the AMC’s establishment is still fresh in memory (January 2025), this initiative has a long history. The association builds on a partnership established in 2017 and focuses on the recognition and protection of independent audience measurement within European legislation.

The AMC gives measurement institutes and various research companies a collective voice in consultations with European and national policymakers. A key priority was the European Media Freedom Act. This regulation took effect in August 2025 and, for the first time, endorses the importance of accurate, unbiased audience measurement.

The Belgian pioneer

In this global knowledge-sharing, Belgium and the CIM play a greater role than our market size might suggest. Experts from the Belgian JIC shared their insights at numerous recent events, including the ASI conference in Copenhagen and the EGTA Market Intelligence Meeting, and served as session chairs at the prestigious EMRO conference in Valencia. The CIM also contributed to Médiamétrie’s ‘Hybrid & AI White Book’, which highlights the most innovative research methods.

“The CIM is regarded as a thought leader at the forefront of innovation”, says General Manager Koenraad Deridder. The early focus on cross-media measurement, together with a favourable context – a media landscape that naturally diversifies across platforms and is expanding into neighbouring countries – has led to a genuine pioneering role on the international stage. “Where do our international colleagues see the added value of the CIM? In a small but economically advanced country, we must seek cost-effective solutions that are nonetheless state-of-the-art.” CIM ONE is the best proof of this.