Home Radio Radio listening measurement to be held by TNS Ukraine in 2016

Radio listening measurement to be held by TNS Ukraine in 2016

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The tender for open offers of a single industry measurement of radio listening in Ukraine, carried out by order of the industrial association Radio Committee, was won by the research company TNS Ukraine. It will start the work on studying radio market in January 2016.

We shall recall that the applications for the tender were submitted by three research companies like GfK Ukraine, TNS Ukraine and Factum Group Ukraine.
According to Anna Zhukovskaya, the Chairman of the Radio Committee, the key factors that influenced the association’s decision became the measurement cost and, as well as experience in conducting similar studies and understanding of actual industry situation.
“The Radio Committee is impressed by the TNS Ukraine’s offer in view of the possibility to get data not only via a standard study of radio audience, but also the data that will allow radiostations to develop new distribution channels, to understand and evaluate new opportunities and to move with the times”, as Zhukovskaya says.
The contract with the TNS was prepared for one year with option of extending it for three years. This was the condition of radio holdings, forming part of the association. It is due to many external factors, in particular the unstable situation in the country, which requires flexible response and new decisions of the Radio Committee’s management.
To ensure the most transparent and professional procedure of determining the successful tenderer and deepening confidence in radio measurement, the Radio Committee invited an independent expert this year, i.e. the company Kwendi Media Audit.
Svetlana Kalinina, Managing Partner at the Kwendi Media Audit, assures “there were no offences during the tender and the election of winner: the tender was held in accordance with the procedure, previously agreed and approved by the Radio Committee. The winner was elected, taking into account the overall assessment, formed under the relation between the price offer and consolidated assessment made by the technical committee”.
According to Anna Dobryvechir, the Deputy Managing Director of the TNS Ukraine, “all the measurements and detailed techniques will be discussed with the Radio Committee. We are proud of winning the tender and we expect that a new contract with our company will be a positive point for all market players, giving an additional impetus to the development of the radio industry, as she adds”.
By the end of 2015 the radio listening measurement by order of the Radio Committee is carried out by the GFK Ukraine. Thus, the fourth wave of research is in progress now. Katerina Myasnikova, Executive Director of the Independent Association of Broadcasters and concurrently Managing Partner at the Radio Committee, commented on why the collaboration with that company was not extended for another 4 years.
We have taken an important step together by creating a separate industrial research. During all the years of collaboration we have not had any proved incident of data corruption. We are confident that the figures delivered to the market are the very reliable currency. The decisions based on the tender results are not about to change the GFK Ukraine, this is just an election of another contractor who offered more attractive working conditions“, as she emphasizes.
According to Mrs. Katerina, the research method and sampling will remain unchanged, so it is no use expecting revolutionary changes. The rotations of the top 10 of radiostations are difficult to predict because they depend not on the research company, but on the business strategy of the radiostations themselves.
As reported by the Radio Committee before, the tender was announced in view of the expiration of the contract with the company GFK, which have conducted radio listening researches over the past four years. The research company GfK Ukraine won the tender for radio measurement in November 2011. Prior to that, market researches were conducted by the TNS Ukraine. Radio audience measurement as a separate industrial project has been held in Ukraine since 2008.

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