AGB and Taylor Nelson Sofres had been operating peoplemeters in Bucharest since August 1999 as a duopoly, but a joint industry commission made up of ad agencies, advertisers and TV stations agreed to award a monopoly in the nationwide tender. GfK and ACNielson were eliminated earlier in the tender process.
Romanian TV stations have agreed to pay 80% of the costs of running the national peoplemeter system with ad agencies contributing the remainder.
The switch from the diary method to electronic monitoring is likely to show a decrease in overall viewing time in Romania, according to Graffiti/ BBDO Media Director Carmen Rosca and Euro RSCG New Europe, Bucharest, Managing Partner Adrian Dura.
Copyright September 2000, Crain Communications Inc.