GfK Romania will make Romanian Radio Audience Study

Cristina Blanaru Media

GfK Romania won the pitch organized to select the company that will handle the Romanian Radio Audience Study.

Starting from January 2012 and for the next 4 years, GFK and IMAS will handle the study, that will collect data through CATI method (phone interviews), three waves a year. During the study, a tota of  28,200 people will be asked about their radio consumption in the previous day. GfK will make 11,100 interviews a year on an urban sample and on a rural sample of 3,000 people.

ARA (Romanian Radio Audience Association) showed its appreciation towards GfK for the opening and professionalism the company showed during the pitch.

By winning this new project, GfK consolidates its status as competent and trustful partner in media research. This is proved both by SNA project and radio advertising monitoring studies we are already making in Romania,but also in the other European countries where GfK is present and where we are providing audience measuring data to a large range of mass-media

Andi Dumitrescu

General Manager GfK Romania

In Romania, GfK become recently the research company that will provide, in the next 3 years, data about the print consumption (newspapers and magazines) by making SNA (National Audience Study).

Also, GfK Romania was selected in the official association for the 1st automated service to monitor investment in radio advertising and, for teh next at least 2 years, will register every spot broadcasted on Romanian big radio stations. Both SNA and the radio monitoring study are made by GfK for Romanian Bureau for Print Audit (BRAT).

GfK Romania is present on the local market since 1992. Also, GfK Romania is leader on the research market, with a turnover of almost Euro 9.5M in 2010. GfK Romania’s activities cover 4 segments: Custom Research – Ad Hoc research, Consumer Panel – continuous research for large consumption goods, Retail and Technology – continuous research for electronics and appliances and Media – quantitative and qualitative research on media products consumption.