About the CIM
The Centre for Information about the Media (CIM) provides the Belgian media and communications sector with independent, objective, and reliable information.
The CIM was founded in 1971 following the merger of two press organizations — DVEA (circulation control) and BSRM (audience measurement). Since then, it has grown into the reference organization for reach, characteristics, and impact of all media. It also delivers cross-media insights and conducts several target group studies.
Who and why?
CIM’s data and insights are used by media companies, their sales houses, media agencies, and advertisers to support media planning, budget allocation, and campaigns. Thanks to objective and independent data, the CIM functions as a trusted “currency” for the media and advertising world.
What the CIM does
Through its studies, the CIM provides:
We measure media audiences and user profiles, conduct ongoing and strategic studies, and validate and certify data.
01.
Media Reach
The CIM measures how many people and which target groups use the main Belgian media — video (TV), audio (radio), (static) internet, publishing, out-of-home (OOH) billboards, and cinema.
02.
User Profiles
The CIM looks not only at how many people use a medium but also who they are (age, gender, socio-demographic characteristics…).
03.
Circulation and Distribution Control
For press media, the CIM verifies circulation and distribution; for digital media, it checks website and app traffic, among other things.
04.
Validation and Certification
The CIM can audit and certify third-party measurement methods, reach results, or segmentations to ensure the data remains reliable and objective.
05.
Ongoing and Strategic Studies
The CIM also conducts various cross-media and target group studies that are crucial for the media sector. Key examples include:
01.
Establishment Survey (ES)
an annual survey tracking trends in media devices, media use, and general media trends within households.
02.
Target Group Monitor (TGM)
a study linking media consumption to product and brand consumption, helping advertisers define target audiences precisely.
03.
Cross-Media Studies & Panels
to compare media and platforms across categories (TV, online, out-of-home, publishing, etc.) and obtain a complete picture of media consumption in Belgium.
A neutral and representative model with quality as the benchmark
The CIM is a non-profit association. It is a Joint Industry Committee (JIC) bringing together media companies and their sales houses, media agencies, and advertisers.
This tripartite structure guarantees CIM’s neutrality and provides its financial foundation. All CIM studies are designed, executed, and monitored according to jointly agreed specifications. Neutrality, quality, and relevance are central.
In a rapidly evolving media landscape, the CIM continues to invest in transparent, and future-oriented measurement tools that provide the sector with a reliable compass for planning, strategy, and investments.