UPA guidelines on audience measurement
UPA and UNA, the association of communication companies, promote a comparison table between the members - Fieg, Fedoweb, RAI, Mediaset, La7 and CRT - who have set up the official audience researches - Audipress, Audiweb and Auditel to define a shared path of cooperation and integration of the researches, on the basis of the address resolution published in June 2021 by Agcom (Communications Authority).
UPA and UNA have made public the guidelines proposed to the advertising investment market to define the evolution of audience measurement systems, in a way consistent with what is indicated by the Agcom resolution (n.194/21) and also, in its Manifesto, by the WFA (World Federation of Advertisers), the world federation of investors.
The proposed underlying principles for research are: comparability of data; inclusiveness of all technologies; timeliness of results; cross-media; granularity; interoperability; fairness; and third party.