Media Industry Association (Udruženje medijske industrije – UMI) is an association of advertising agencies and broadcasters founded with the goal of providing top quality data on TV viewership/radio listenership which will fully satisfy the needs of everyone using this type of data. The association is working to harmonize the system of viewership/listenership measurement, ensuring the introduction of best research practices based on scientific methods and content quality control, and keeping step with international practices in the field of media research.