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Radio advertising market and radio audience research - investigation procedure
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- The Office of Competition and Consumer Protection employees conduct inspections at entrepreneurs forming the Radio Research Committee.
- This is in connection with the investigation initiated by the President of UOKiK.
- "We want to have a close look at the market and investigate the mechanisms that are at play - not only the Radio Research Committee's activities in terms of audience research, but also the joint planning of advertising by radio stations or advertising bundling," says Tomasz Chróstny, the President of the Office of Competition and Consumer Protection.
Since October 2021, the President of UOKiK has been looking into the activities of radio groups that form the so-called Radio Research Committee (KBR) following the signals received, including under the whistleblower programme. A preliminary analysis of the entrepreneurs' activities gave grounds to initiate an investigation and conduct inspections at their premises.
The information provided indicates that KBR member companies jointly commission and fund the Radio Track survey. This is a radio audience survey, which also includes stations that are not the members of KRB. The Radio Track survey covers radio stations broadcasting on the basis of a valid radio broadcast licence. This research is carried out by an external entity and makes it possible to prepare lists of radio station listenership according to specific variables and parameters. According to the information obtained by the President of UOKiK, the results of the Radio Track survey may be purchased by radio stations that are not members of KBR, and the survey may be used to estimate advertising time of radio stations. This means that listening figures for radio stations can become a "settlement currency" in the radio advertising market, including for media houses and advertisers.
"Following doubts about the compliance of some of the Radio Research Committee's activities with competition law, I decided to launch an investigation and inspection at six locations. This is a case proceeding and not against any entities. We want to have a close look at the market and investigate the mechanisms that are at play - not only the Radio Research Committee's activities in terms of audience research, but also the joint planning of advertising by radio stations or advertising bundling," says Tomasz Chróstny, the President of UOKiK.
In the course of the investigation, UOKiK will verify, among other things, the mechanisms of the radio advertising market, as well as whether there may be unlawful exchange of information or anticompetitive practices within the KBR to the disadvantage of radio stations not belonging to the Committee.
The Radio Research Committee is made up of competing entities (radio groups). The KBR members are the largest commercial radio broadcasters. The inspections started on 24 January of this year and involve companies belonging to four radio groups: Eurozet, RMF FM, Agora and Time, as well as in a sole trader.
We would like to remind you that the Office also runs a programme of acquiring information from anonymous whistleblowers. Please visit https://konkurencja.uokik.gov.pl/sygnalista/ and fill in a simple form. The European system that we use guarantees full anonymity, also towards the Office.
Additional information for the media:
UOKiK Press Office
Pl. Powstańców Warszawy 1, 00-950 Warszawa, Poland
Phone +48 695 902 088, +48 22 55 60 246
E-mail: [SCODE]Yml1cm9wcmFzb3dlQHVva2lrLmdvdi5wbA==[ECODE]
Twitter: @UOKiKgovPL
Attached files
- Press release (133,7 KB, docx, 2022.02.01)
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Office of Competition and Consumer Protection
Plac Powstańców Warszawy 1
00-950 Warszawa
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