To conduct research/surveys for readership, viewership and listenership of various media for advertising.
To maintain and propagate highest possible standards of integrity, fairness and reliability in media research.
To ensure that its output is not misused to convey a misleading impression by or to any party.
To develop and disseminate software and other methods of handling media research and other data.
To represent, protect, inform and guide members of the Council on matters relating to media research.
To provide a forum for discussion and resolution of disputes and/or issues relating to media research.