Right Measure of Media (2025): Diversity, Quality and Availability of data on Media in Serbia

Building upon AsMedi’s previous research and the comparative study “The Right Measure of Media: Diversity, Quality, and Availability of Media Data in Serbia” conducted  in 2017/2018, the current updated study, covering the period 2017/18–2025, examines trends, methodologies, and legal frameworks in Serbia and across European markets related to the audience data and media measurement systems. It provides an overview of the latest data related to the media market of the Western Balkan countries (Serbia, Albania, Bosnia and Herzegovina, North Macedonia, Montenegro), some European Union countries (Croatia, Slovenia, Austria, Czechia, Germany, Hungary, Poland, Bulgaria, Romania), including data for the United Kingdom. The study focuses on describing and better understanding of the measurement of media consumer preferences available in Serbia (measurement of readership, viewership, listening, website visits, sold circulation, advertising, financing, etc.), better presenting and explaining different methodologies used to collect data, how the market uses the data obtained from such measurements, and whether and to what extent the media (or other users of data) are included in the measurements, as well as how useful these measurements are.  The publication is available in Serbian language.