The process to determine the next digital audience meter in Spain has officially begun. With the end in December 2025 of the contract that designated GfK DAM as the recommended meter after the competition called in 2021, the advertising industry associations – the Spanish Association of Advertisers (AEA), the Association for Media Research (AIMC) and IAB Spain – have reported that they are already working on a new configuration of the digital measurement system. According to the statement from the Monitoring Commission, this model will be announced soon and, while the new solution is established, the current recommendation to GfK DAM is maintained.
The intention is to close the specifications quickly so that bidders can prepare their proposals within deadlines.
At the same time, the AIMC has begun the process to launch a new public tender to determine the next official market methodology. The Board of Directors has approved the creation of a technical group in charge of debating and improving the specifications prepared by the association, with the aim of defining a document that incorporates the needs of the different agents of the digital ecosystem. The intention is to close the specifications quickly so that potential bidders can prepare their proposals within the required deadlines.
The working group will be made up of professionals with a recognized technical profile who represent different operators in the sector:
- Santiago Gómez (Atresmedia)
- Javier López (Mediaset)
- María Álvarez (Hello!)
- Virginia Vides (Atresmedia Radio)
- Jordi Catalá (CCMA)
- Sergio Martínez Otero (Publicis)
- Alfonso Puras (Vocento)
- Juan Francisco Bermejo (Hurry)
- José Manuel Sierra (Boreal)
Coordination will be carried out by Pablo Alonso, General Technical Director of AIMC, who will report directly to the Board of Directors.
With this procedure, the association seeks to guarantee an agreed specification that responds to current measurement standards and the demands of a changing market.
