The leadership of the Audiovisual Council (CA) launched into discussion the issue of streamlining and regulating the tools and methodologies of television market research during a debate organized on March 24 in the Parliamentary Media Committee.
The president of the regulatory authority, Liliana Vițu, emphasized that, according to art. 30 of the Audiovisual Media Services Code, CA organizes, once every 5 years, a competition to select the company specialized in measuring audience shares and market shares. At the same time, the Action Plan of the CA for 2023 provides for two actions related to audience measurement: the approval of a Regulation regarding the selection of the institution and the initiation of the competition.
Liliana Vițu came with a call to the representatives of the audiovisual industry to organize themselves in an audience measurement association that would also be the contractor of the institution that will do the measurements. The task of such an association would be to bring together broadcasters, advertising clients and advertising agencies, and provide unbiased, accurate and objective information on media audiences.
The representatives of the television stations requested the CA to make use of international expertise and to ensure maximum transparency in the process of organizing the competition.
