Media sector is getting ready to cut ties with GfK, the current audience meter

The Spanish communication sector is pondering several options in view of the forthcoming GfK DAM’s contract termination in December 2025. The Association of Media Information (AMI) and other stakeholders are evaluating three options: to renew the GfK’s agreement with technical improvements, to look for a new external provider or to develop their own system. For the latter option, the AMI has already commissioned a consultancy firm (possibly KPMG) to design an independent methodology to create a ranking of audiences without relying on traditional meters.

Leading industry organisations are working together to define the future measurement model. In recent meetings, they have explored options such as: launching a new public tender with updated requirements or creating a Joint Industry Commitee (JIC) to centralise the process, avoiding individual contracting as is currently the case with GfK and Comscore The AMI has already expressed its intention to push forward a new system for 2026.

Dissatisfaction with the current model has speed up the search for alternatives Some AMI members criticise the lack of control in the contractual performance with GfK – this has reinforced the interest in a more transparent and industry-led system. Over the next few months, a decision that will mark the future of audience measurement in Spain will be taken.