ARMA business is growing

“ARMA receives requests from TV stations once every 2 or 3 months to measure their audiences. This gives a feel about the Romanian TV market,” Lucia Romaniuc says.

Through German research institute GfK, ARMA measures the audiences of 40 TV stations. The latest request came from National Geographic Wild.

Lucia Romaniuc said that, while in Romania audience measurements are made for 40 TV stations, in other European countries, including the west, the number of local TV stations with local advertising is less than 10.

The new audience measurement system is implemented with GfK Romania and TNS Romania, the latter a company offering user software.

Lucia Romaniuc further indicated that ARMA reports on 1,200 households, 200 more than last year. ARMA measures digital television audiences and DTH television. Measurements are more precise and detailed. ARMA’s President added that DTH television increased considerably in the last year, with more than 13 percent of the TV retransmission market.