Millward Brown awarded $1.5m radio task in Poland

by Sam Matthews,, Brand Republic 08-Nov-04, 07:30

LONDON – Millward Brown, WPP's market research agency, has won a $1.5m (£800,000) contract to handle radio audience research for the Joint Industry Committee of Polish radio stations, after a five-way pitch.

The survey, which runs throughout 2005 and 2006, covers seven national, 17 regional, three commercial and 200 local radio stations in Poland.

It will make use of computer assisted telephone interviewing, which has the second biggest sample in Europe behind the UK, with 92,000 respondents annually.

"The contract is significant because it secures our role in media research in Poland," Anna Romaniuk, radio research director of Millward Brown Poland, said.

"The future of radio research definitely belongs to electronic measurement and when it comes we shall face it hand in hand with our clients."

At the same time, GfK has been awarded a two-year radio audience measurement contract by the Belgian Joint Industry Committee for Audience Research, after a three-way pitch.

The contract involves recruiting respondents using face-to-face interviews and then monitoring their radio consumption using GfK's electronic MediaWatch meters.

GfK won the measurement contract for 2005-2006.

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