Latvian public media (LSM) plans to spend 25,000 euros on conducting radio audience research, reports the LETA agency, citing information from the Procurement Monitoring Bureau's website.
The goal of the procurement is to obtain representative data at the national level about the media represented on the airwaves and their market share, as well as the volume of the audience reached and changes in this volume during different periods of the study.
The winner of the tender will be required to conduct research on the Latvian media market in 2026, 2027, and 2028.
As part of the research, it will be necessary to conduct surveys of the radio audience using computerized telephone interviews and online questionnaires, covering approximately 9,000 respondents per year.
A report on the obtained data will need to be provided quarterly.
Justifying the need for the research, LSM notes that the channels of Latvian Radio in linear broadcasting reach a significant audience, and the only way to assess it, as well as to analyze the reach of various products of Latvian Radio in linear broadcasting, is to acquire external research on radio audience data. According to LSM, this is also the main source of data on habits and trends in linear radio consumption in Latvia as a whole.
It should be noted that from the new year, the broadcasting of Russian Latvian Radio 4 / Dome Square will be discontinued.
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