In 2023, CIM began developing CIM One, the cross-media measurement system for Belgium, which is due to be operational by the end of 2027. According to Luc Suykens, CEO of the UBA, the project shows that Belgium is aligning with the global advertisers’ association WFA’s North Star ambition for cross-media measurement. When campaigns utilise an average of nine touchpoints, cross-media measurement of impact becomes a sine qua non for advertisers. 

A month ago, the CIM published its 2025 annual report, in which the institute confirmed the announced turning point for audience measurement in our country. Central to this transformation is CIM ONE, the underlying vision that is gradually entering a decisive and concrete phase.
Explanation by Michael Debels, research director of the CIM.

For those not familiar with the topic, can you briefly remind us of the objective of CIM ONE?

With CIM One, the CIM aims to evolve towards a more cross-media way of measuring. Whereas media studies today still largely exist side by side, CIM One should bring together different data sources, panels and studies within one overarching framework, with the consumer and their media usage as the starting point.

The CIM has been working for several years on the development of CIM One, the sector’s future cross-media measurement environment. During a recent roadshow, the CIM provided an update on further development and the next steps towards 2027.