Context: Accurate measurements of diameters of trans-Neptunian objects are extremely complicated to obtain. Thermal modeling can provide good results, but accurate absolute magnitudes are needed to constrain the thermal models and derive diameters and geometric albedos. The absolute magnitude, Hv, is defined as the magnitude of the object reduced to unit helio- and geocentric distances and a zero solar phase angle and is determined using phase curves. Phase coefficients can also be obtained from phase curves. These are related to surface properties, yet not many are known. Aims: Our objective is to measure accurate V band absolute magnitudes and phase coefficients for a sample of trans-Neptunian objects, many of which have been observed, and modeled, within the TNOs are cool program, one of Herschel Space Observatory key projects. Methods: We observed 56 objects using the V and R filters. These data, along with those available in the literature, were used to obtain phase curves and measure V band absolute magnitudes and phase coefficients by assuming a linear trend of the phase curves and considering magnitude variability due to rotational light-curve. Results: We obtained 237 new magnitudes for the 56 objects, six of them with no reported previous measurements. Including the data from the literature we report a total of 110 absolute magnitudes with their respective phase coefficients. The average value of Hv is 6.39, bracketed by a minimum of 14.60 and a maximum of -1.12. In the case of the phase coefficients we report 0.10 mag per degree as the median value and a very large dispersion, ranging from -0.88 up tp 1.35 mag per degree.