In most countries the advertising industry, via its peak industry associations, endorses a single media research company as the official provider of audience measurement. The methodology used by the official provider then becomes known as the "industry currency" in audience measurement. Industry members fund the audience research and share the findings. In a few countries, where the industry is more fragmented or where there is no clear peak industry association, two or more competing organisations may provide audience measurement services. In such countries, there is said to be no industry currency.