This involves conducting syndicated TV audience research through people meters or other internationally accepted measurement tools to ensure adherence to international quality standards.
The goal is to produce valid, reliable, and unbiased data on television viewership for TV channels operating through terrestrial, satellite, cable, IPTV, and/or internet distribution in the Republic of Croatia.
The members of the association include television broadcasters, associations of communication agencies, communication agencies, advertisers, individuals and associations active in the media industry. We advocate for transparency in the TV advertising market and the development of the entire industry.
Why Become a Member of UMTG?
All our members collaborate and advocate for common interests. They are involved in all significant changes and activities aimed at improving TV audience measurement in Croatia. Every member has influence and actively participates in defining professional standards, protecting the profession, and advancing the industry. Additionally, members have access to exclusive content, activities, events, and financial savings available only to association members.
Who Can Become a Member of UMTG and What Are the Membership Criteria?
UMTG represents television broadcasters, associations of communication agencies, communication agencies, advertisers, individuals and associations active in the media industry. Our members meet criteria related to legitimacy, size, business experience, and reputation. They operate in accordance with the law and adhere to principles of good employment practices.
The association has three categories of membership:
- Regular Members
- Associate Members
- Honorary Members
Regular members may include television broadcasters with at least one television channel operating through terrestrial, satellite, cable, IPTV, and/or internet distribution in the Republic of Croatia, as well as associations of market communication companies and market communication companies that meet the following criteria:
- Legitimacy: UMTG membership is restricted to legal entities that, through their regular operations, fulfil the primary goal of UMTG: the functioning and further development of an impartial TV audience measurement system. Proof of legitimacy includes commitment to long term contract (3+3 years) and funding of syndicated TV audience research services.
- Size: The legal entity seeking membership must have been operating in Republic of Croatia and must meet the following conditions:
- Television broadcasters with at least one television channel operating through terrestrial, satellite, cable, IPTV, and/or internet distribution in the Republic of Croatia must have a minimum annual turnover of EUR 300.000.
- Associations of marketing agencies must have a minimum annual turnover of EUR 50 million.
- Marketing agency must have a minimum annual turnover of EUR 3 million.
- Business Experience: The legal entity applying for membership must be active in the media business in Croatia, including the sale or purchase of media space. Proof of business experience includes, for TV broadcasters, confirmation from at least two marketing agencies of media space (advertising) purchases on the broadcaster’s channel(s). For associations of communication agencies and communication agencies, proof includes confirmation from at least two TV broadcasters of media space (advertising) purchases by the communication agencies/associations on the broadcaster’s channel(s).
- Reputation: The legal entity seeking membership must not have any recent records of bankruptcy proceedings or other consensual measures for creditor settlement, prohibitions from holding directorial positions, or direct liabilities for unpaid debts to Nielsen or UMTG in the past.
Associate membership is open to advertisers active in the media business who meet the following criteria:
- Legitimacy: UMTG membership is limited to legal entities that, through their regular operations, fulfill UMTG’s primary goal of ensuring the functioning and further development of an impartial TV audience measurement system. Proof of legitimacy includes confirmation of indirect use of syndicated TV audience research data. This confirmation must be issued by communication agency that plans and purchases media space on behalf of the advertiser.
- Size: The legal entity seeking associate membership must meet the condition of a minimum annual turnover of EUR 10 million.
- Business Experience: The legal entity must be active in the media business in Croatia, i.e. purchase of media space. The entity must employ at least four marketing professionals on a continuous, full-time basis for a period of six months, including at least one specialist in research.
- Reputation: The legal entity seeking membership must not have any recent records of bankruptcy proceedings or other consensual measures for creditor settlement, prohibitions from holding directorial positions, or direct liabilities for unpaid debts to Nielsen or UMTG in the past.
Honorary membership is open to individuals or associations active in the media industry who fulfill the following criteria:
- Legitimacy: Honorary members of UMTG may be individuals or associations whose regular activities align with UMTG’s objectives.
- Reputation: Prospective members must possess a certificate confirming the absence of any criminal record and provide at least one written recommendation from a regular or associate member of UMTG.
Members voting rights
Regular members possess voting rights, whereas associate and honorary members do not.
The calculation of votes for ragular members is based on three distinct factors: share of financing for TAM services, Share of Voice (market share), and share of viewing.
Viewing data serve a dual purpose in the market: they provide insights for program production and act as a currency for the TV advertising market. Given the TV advertising market’s heavy reliance on these measurements, which determine market position and advertising prices, the market share (SOV) holds the most significant weight in the vote calculation, accounting for 60%. The share of viewing, a direct measure of program production quality, is assigned a weight of 20%. The third factor, share of financing, is influenced by the unique nature of measurement service rate cards where national TV channels and association of agencies contribute significantly, while smaller TV stations and agencies contribution is minor to the overall measurement cost; the factor is also weighted at 20%.
Votes from share of financing:
The share of financing percentage represents the number of votes for this factor.
Votes from market share (SOV):
The SOV percentage represents the number of votes for this factor for TV stations/groups. Agencies, not producing GRPs (viewing), receive the same number of votes as they do in the share of financing.
Votes from viewing share:
The viewing share represents the number of votes for this factor for TV stations/groups. Agencies do not receive votes based on viewing share, as they do not produce programs.
Total votes:
The total votes are calculated by applying a weight of 20% to votes based on the share of financing, 60% to votes from SOV, and 20% to votes from SHR. The result is then multiplied by 10 and rounded.
A quorum for the legitimate Board meeting requires the presence of legal representatives holding at least 73% of the total votes.
The quorum for making decisions also necessitates 73% of the total votes.
The quorum required to approve the admission of a new member is 73% of the total votes.
UMTG BODIES
Board
The Board is composed of the legal representatives of all members with voting rights. It convenes (either online or in person) at least every two months and additionally as required.
President, Vice President, Executive Director
These positions are elected for a term of two years, with each holder possessing signatory authority.
Technical Committee
The Technical Committee is responsible for overseeing Nielsen’s performance, conducting audits, recommending improvements to measurement processes, and guiding the future development of the service. The committee submits its recommendations to the Board, which then makes the final decisions. It is mandatory for all regular members with more than 150 votes to have a representative on the Technical Committee. For regular members with fewer than 150 votes, participation in the Technical Committee is optional. The Technical Committee is chaired by the Executive Director.