Latvian Radio (LSM) is investing in a extensive,multi-year study of its listenership,launching a tender for market research to track radio consumption habits through 2028. The move reflects a broader industry trend toward data-driven programming as traditional radio faces increasing competition from streaming services and on-demand audio content. The research will provide LSM with critical quarterly insights into audience reach and content performance, informing strategic decisions for its various channels and ensuring continued relevance in a rapidly evolving media landscape. Bids for the project are due December 17th.
Latvia’s public broadcaster, Latvian Radio (LSM), has launched a tender for market research into the country’s radio industry, seeking comprehensive data on media outlets, market share, and audience reach. The move comes as broadcasters increasingly rely on data-driven insights to understand evolving listener habits and optimize content strategies.
The winning bidder will be responsible for conducting the Latvian media market research in 2026, 2027, and 2028. The research will focus specifically on radio audiences, utilizing computer-assisted telephone interviews and online surveys to gather data from approximately 9,000 respondents annually.
LSM will require quarterly reports detailing the collected data. According to a statement released by LSM, the research is essential for accurately measuring the audience reach of its various radio channels and evaluating the performance of different content offerings. “The only way to identify and study this audience, as well as to assess the audience reached by various Latvian Radio content products in linear broadcasting, is to purchase external research on radio audience data,” the broadcaster explained.
The organization further noted that the data will serve as a key source of information regarding linear radio consumption patterns and trends across Latvia. This research is considered vital for understanding the broader landscape of radio listenership within the country.
Interested parties can submit bids for the tender until December 17.
