Latvian Radio plans to invest €25,000 in comprehensive audience research over the next three years to better understand listener habits and market share, Latvian public broadcaster LSM announced today. The procurement, open for applications until December 17, seeks a partner to deliver quarterly reports detailing radio consumption trends across the country.
This research is critical for LSM, as linear radio broadcasting remains a significant platform for reaching a large audience. Currently, there is no autonomous method to accurately measure this audience or evaluate the performance of Latvian Radio’s content on customary airwaves. The study will provide the most reliable data on radio listening patterns nationwide.
The selected firm will conduct approximately 9,000 interviews annually, utilizing both computerized telephone surveys and online questionnaires. Data collection will occur throughout 2026, 2027, and 2028, providing a longitudinal view of the Latvian radio market.
LSM stated the findings will be essential for informing programming decisions and demonstrating the value of public radio to stakeholders. The quarterly reports will offer insights into audience size, demographic breakdowns, and shifts in listening behavior.
