Abstract:

This paper focuses on two aspects of the radio measurement problem: the environment in which the study is carried out and the characteristics of the methodologies developed and tested by researchers in Poland and elsewhere. In the first part of the paper, the market is described in terms of population size and density, recent history of the radio market and the size and structure of advertising expenditures in Poland. The available techniques of radio audience measurement are also examined within this context. The second part of the paper presents key findings of comparisons between different methods of data collection and their possible impact on the competitive position of radio among other media.