OREANDA-NEWS. November 11, 2011. Intersectoral Association of Radio Committee announces the results of the open competition of the proposals for radio listening study in Ukraine.GfK Ukraine has become the winner of the contest as it provided the optimal proposal in terms of both technical characteristics of the project and its cost. 

Ihor Chernyshev, CEO of a TAVR Media company: "The GfK Ukraine company has demonstrated its willingness to conduct high-quality research on acceptable terms. The winner has extensive experience of sector studies, we are confident that this research company will implement the project in a highly professional manner. That is a considerable investment for participants in the sector, and we expect to increase the confidence in radio as a media source as a result."

Comparing to previous studies, target audience (aged 12-65 years) and geography (cities with a population over 50 thsd.) will remain unchanged. Surveys will be carried out by Day After Recall method (step-by-step mentioning of the previous day by respondent) using computerized system of telephone interviews that were practiced only in Kiev before. Calls will be made not only on landline phones, but also on mobile phones, so young and mobile audience would be better covered. The sample size is almost doubled – 47 280 respondents will be interviewed during a year.
Monitoring of the radio stations coverage will be conducted on all sample points within the study, so that the survey lists of every city will contain only those radio stations that broadcast in particular locality. Thus, data users will receive more complete and accurate information.

Valentyn Reznichenko, Board Chairman of UMH Radio Group: "The introduction of a new radio listening study in Ukraine is a qualitative step for the national radio market. This measurement is entirely new, with reliable data, opening wider opportunities for the radio audience analysis. We believe that the market will successfully adopt the new study since its launch as the only alternative."

Representatives of the radio stations along with advertising agencies have been waiting for new study. Both sides feel lack of improved research tool, and are confident that it will be a driver for further market development.

Oleg Popenko, CEO of Publicis Groupe Ukraine: "Low share of radio comparing to other markets can be explained with, among all, unsatisfactory studies system. I am glad that leading radio holdings agreed about this strategic investment in order to make radio more attractive for listeners and for advertisers."

We would like to remind that on September 1, Radio Committee has announced open competition of proposals for radio listening study in Ukraine. 5 companies took part in the contest. The winner will get a contract for three years. According to the agreed chapters, 60% of study costs are charged from Radio Committee, and 40% are constituted by the secondary market investments.