Stating that the data obtained show that 6 out of 10 people listen to the radio, Nielsen Turkey General Manager Didem Şekerel Erdoğan said, “52.9% of women and 62.6% of men listen to the radio in a day. He also underlined that radio is a channel of opportunities for brands due to its high access values and interaction it creates. Akay stated that with this feature of the radio, it has become attractive for brands as it is a medium where they can follow recycling. All of these processes demonstrate the reliability of the results.” said. All these inspections are checked by RTÜK and panel – VTA compliance is ensured. In addition to these, independent process audits are carried out by process audit companies for the year completed each year. More than 40% of all recorded interviews are listened to by Nielsen Research Company within the scope of internal audits, while Istanbul University Independent Academic Audit Team also conducts monthly panel audits and randomly selected interviews. Olcay Akay, General Manager of RIAK, stated that they attach great importance to the reliability of the results in radio access in order to guide the advertisers in the right way, and said, “The Measurement Regulation prepared by RTÜK is the basis of the measurement in our country. Radio will become a medium of opportunities for brands 37 MILLION PEOPLE LISTEN TO THE RADIO WEEKLY IN TURKEYĮmphasizing that one of the most important goals of the advertiser is to support the decision-making process with accurate, reliable and accountable data by using the radio channel, which has 60% access, Didem Şekerel Erdoğan, General Manager of Nielsen Turkey, said: radio listener measurements according to December data While approximately 27 million people listen to the radio in a day, the number of listeners for a week reaches 37 million.” he stated. Transparency, which is the natural result of measurement, also contributes to the most effective return on investment, increasing the share of the media from the advertising cake and the growth of the entire sector. It is frequently emphasized by advertisers that the key to sectoral growth is based on transparency and trust. Access studies conducted by the world’s leading research company Nielsen reveal the effectiveness of radio as a medium. Today, much more modern methods are used. Reach measurements, which have been going on for years, were first measured by the number of letters that radio programmers received from their fans. Access is one of the most important issues for the channels to get a higher share of the advertising cake.
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