Audience measurement organisations
Audience measurement is conducted by a number of private companies. AGB Nielsen measures television viewership, DKT and Gemius Hungary map the uses of online platforms, and MATESZ audits the circulation figures of newspapers. The audience figures of broadcast radio were, until recently, measured by Ipsos and TNS Hoffmann-Mediameter. According to recent press information, however, in the future radio audience shares will be measured by a company to be commissioned by the National Media and Telecommunications Authority. It is to note, that as state advertising and some of the private advertising funds are allocated in line with political criteria as opposed to real market figures, the importance of audience measurement seems to have declined in recent years.