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Radio Romania is the Radio Market Leader
Monday, 20 May 2013 , ora 15.13
According to the audience measurement data gathered by the Association for Radio Measurement (ARA), Spring Wave 2013, published today, on any given day almost 40% of listeners choose to tune in to one of the programmes broadcast by Radio Romania (Radio Romania News, Radio Romania Cultural, Radio Romania Music, Radio Romania Antena Satelor and Radio Romania Regional Network), amounting to almost (close to / nearly) 4,5 million individuals from the total population of listeners in Romania. Radio Romania is the market leader, its main broadcasting station - Radio Romania News - accounting for 14,2% of the market share at a national level, 14,7% of the market share at an urban level and 16% of the market share in Bucharest- as the study reveals (according to the aforementioned study).
The Radio Audience Survey - Spring Wave 2013 - was conducted between 14th January and 28th April, 2013, by IMAS- Marketing and Sampling, and GFK Romania, on a sample of 9.443 individuals, consisting of 7.400 individuals in urban areas and 2.043 persons in rural areas. The survey included 1.160 localities, of which 312 in urban areas and 848 in rural areas. The audience measurements were conducted using the telephone Day-After-Recall (DAR) method, which is used in the majority of international measurement systems. This methodology is recommended by the EBU (European Broadcasting Union) and ESOMAR (European Society for Opinion&Marketing Research).
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Translated by Andreea Mesescu and Serban Dudau
MTTLC, The University of Bucharest
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