Abstract:

This paper examines the practice of measuring rebroadcast audiences to international radio stations in central and eastern Europe. Finite resources mean that it is important that the effectiveness of this method of delivery can be properly assessed in comparison to direct transmission. Drawing on the recent experience of the BBC World Service, it looks at the use of ad-hoc surveys, ratings and other purchased data. It discusses the problems encountered, the reasons for them, and how they are being tackled. Finally, it makes some suggestions on how to best move forward in achieving more reliable, consistent and compatible audience data.