GfK Wins East European Audience Studies

GfK has won a series of contracts to provide countrywide audience measurement across Romania, the Ukraine, Belarus and Russia.

Romanian circulation auditing office BRAT has awarded GfK Romania a three-year contract to provide a standardized currency for the newspaper and magazine segment. For the country's syndicated national readership survey, a total of 13,500 interviews will be conducted per year, based on readership of around 150 printed publications.

BRAT has also selected the division to be the official provider of Romania's radio monitoring services for the next two years, which will involve recording every ad spot broadcast on the country's major radio stations. GfK will conduct the survey for the Association for Radio Audience from January 2012 until December 2015, with three waves being carried out per year asking a total of 13,500 consumers about their radio consumption on the previous day.

From the beginning of 2012, GfK Ukraine will measure the official national radio audience figures for three years, surveying more than 47,000 consumers aged 12 to 65 each year about their radio consumption. GfK Ukraine has held the official contract for electronic measurement of TV audiences since 2002.

In Belarus, ARO (the Association of Advertising Agencies of Republic Belorussia) has awarded GfK the contract to provide the currency for local TV audiences, including the country's first electronic TV audience measurement programme.

Finally, from next year, GfK Rus will be introducing a nine-country survey on the Internet consumption of Russian-speaking users living outside the country, with the aim of understanding the potential of services including e-mail and social networks. The nine are Armenia, Azerbaijan, Georgia, Germany, Israel, Kazakhstan, Moldova, Turkey and Uzbekistan.

Dr Gerhard Hausruckinger, Management Board member responsible for the Media division, comments: 'Central and Eastern Europe continues to be a key growth region for GfK, especially the new media markets in these countries. The current initiatives once again show the inherent trust that that the media industry in this region has in our experience and innovative measurement technology.'

Web site: www.gfk.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.

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