Recital 44e

Regulation (EU) 2024/1083 emphasises the importance of audience measurement for evaluating the performance of media content and understanding the preferences of audiences in order to plan the future production of content and for the purposes of decisions regarding advertising allocation and pricing, as well as for fostering transparency and verifiability of audiences. Such measurement should be in principle carried out in accordance with widely accepted industry self-regulatory mechanisms, such as joint industry committees, and is often conducted by independent entities acting as joint controllers under Regulation (EU) 2016/678. Thus, measuring audiences of media services or of content on online platforms by collecting data about the number and characteristics of users of media services or users of content on online platforms should be possible without consent, provided that data collected are not processed for another purpose, are pseudonymised and that audience measurement reports generated do not contain personal data. Exempting such measurement from the consent requirement should contribute to the sustainability of the media ecosystem as highlighted in Regulation 2024/1083. The limitations should ensure that the personal data collected is not reused for providing personalised advertising, profiling or other unrelated purposes. The reports containing anonymous and aggregated information could be shared with third parties, including companies and non-commercial organisations.