Mercury Research Will Measure The Radio Audience For 2008 - 2011

On 17th of September 2007, the National Audio - Visual Council (NAC) announced the winners of the tender for the Romanian Radio Audience measurement. For the second time in a row, Mercury Research was selected to provide data collection services for the study (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.

For the next measurement survey (2008 - 2011), in order to apply 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 of time: January - April, May - August, September - December. In the first wave of one year, 10.000 interviews will be run (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 in order to support and protect the interests of all radio channels, putting itself at the disposal of all potential members from this growing market. Radio Measurement Audience Survey is set to accelerate the radio industry's development via measurement. Since 2004, ARA bridges the communication between the market research companies and the agencies interested in the radio audience. At present, ARA has 31 members, out of which 18 radio channels and 13 agencies.