Radio Audience Measurement <Studiul National de Audienta Radio SAR>
For the second time in a row, Mercury Research was selected to provide data collection services for the Romanian Radio Audience Measurement Survey (SAR) for 2008 - 2011 (13000 interviews per year). The survey will measure the listening habits of Romanian population aged 11+ years old for commercial and public radio stations active in Romania.
To benefit from a transparent strategy necessary for the development of the Romanian audio landscape, a new methodology has been established: the data collection will be done continuously for the entire period of the year, and there will be three reporting phases of the results. The data reported will reflect the figures for the following periods: January - April, May - August, September - December. In the first wave of any year, 10,000 interviews will be conducted (8,000 in the urban area and 2,000 in the rural area), whilst in the next waves, the volume of the sample will be of 8,000 interviews per wave, conducted only in the urban area.
The Association for Radio Measurement (ARA) has been established with the objective of supporting and protecting the interests of all radio channels, representing the interests of all potential members from this growing market. The Radio Audience Measurement Survey is set to accelerate the radio industry's development via an objective and generally recognized set of indicators. Since 2004, ARA bridges the communication between the media providers and the agencies interested in the radio audience measurement. Currently, ARA has 29 members, out of which 17 radio channels and 12 agencies.
