The Spanish media will have a new audience measurement model.

The Monitoring Commission for the Digital Measurement Contest in Spain, made up of AEA, AIMC and IAB Spain, has agreed this Friday that the option presented by

GfK

is "

the one that best meets the needs

required in the Request for Offers of Services (RFP) "and has obtained the best valuation, as detailed in a statement.

In this way, the Monitoring Commission and GfK are now opening a new period, as detailed in the letter from the

Association for Media Research

, to "address certain aspects of the proposal, both technical and economic, that help to continue outlining the measurement of digital audiences that enhances the development of the digital business ".

Once the negotiation is finished, the forecasts are that the new system of measures, which will replace the current one of Comscore, has

an expected start date of January 1, 2022

, with the Monitoring Commission setting the roadmap to carry out the implementation.

As detailed in AIMC in its statement, in which it also thanks Comscore -with Kantar and Telefónica-, IPSOS and Nielsen and the members of the technical tables for their participation, the proposals presented have helped to have "a more complete vision of reality. of a market as complex as the digital one ".

According to the criteria of The Trust Project

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