The primary objective of UMTG (Udruge mjerenja televizijske gledanosti) is to ensure the functioning and continued development of an impartial television audience measurement system by applying international standards for TV audience measurement.

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.