"Currency research organisations, i.e. organisations conducting research into media use, whose results constitute a nationally valid standard (“currency”) for the advertising business, are of prime importance for developed media systems. In 2017, the global advertising market will reach a volume of more than 500 billion US dollars. Nearly a third of that is spent in the USA, but countries such as China, Brazil and Mexico are registering big increases too.(199) Therefore, currency organisations and their research findings contribute not only to the allocation of economically significant resources, but also determine the very existence of media companies and products. Their relevance is thus not only of an (advertising) economic nature, but indirectly bears a political dimension. First and foremost, however, the function of the currency organisations is to provide transparency for the advertisers in terms of the advertising media’s contact performance. The current situation of currency research organisations is heavily shaped on onehand by developments in the media markets, and on the other by historic circumstances and the institutionalisation of the media systems in the various countries. As a general rule, in countries with strongly libertarian institutionalised media such as the USA and Brazil it seems to be harder to establish nationally recognised currencies – in the USA this is even banned through anti-trust laws. Then again, the institutionalisation of currencies may also hit difficulties in a country such as South Korea, where the boundaries between the media and (the rest of) the economic system are somewhat fluid, as the major industry conglomerates have their own media and advertising agencies." (Conclusions)