RTÉ is anticipated to spend approximately €755,000 over the next three years to engage companies that provide audience market research services. The broadcaster is releasing a new tender outlining a need for a network of suppliers that could provide valuable market research at a cost-effective rate, helping RTÉ better understand their audience, and in turn, improve their business functions relating to their public service mandate.
The release of this tender happens amidst declining TV license revenue due to numerous controversies that RTÉ has faced since the latter part of last June. Analysis of TV license fee income demonstrated a decrease of €21.9 million from late June 2023 to late February 2024, compared to the equivalent duration the previous year.
In the tender, RTÉ states its goal to contribute to Irish culture by creating content that intrigues, teaches, and entertains. The broadcaster underlines the crucial importance of audience consideration to fulfill this purpose, as it deems its audience as the primary reason for RTÉ’s existence.
Potential suppliers should demonstrate proficiency in varied qualitative research methods, such as focus groups. A representative for RTÉ explained that the network of suppliers equips the audience insights team to collaborate with experienced agencies to perform significant research initiatives over the next three years.
The rep emphasised the essentiality of comprehending changing audience interests, needs, and behaviours, asserting that this understanding is necessary for RTÉ’s successful engagement with its audiences and to fulfill its public service responsibilities. The representative pointed out that the cited amount is an estimate for the contract period and is not a guaranteed expenditure.
The RTÉ representative also asserted that all tenders are authorized by RTÉ’s provisional leadership team. The deadline to submit tenders is April 29th, and RTÉ plans to expedite the selection of about ten key tender respondents within an appropriate timeline. The intention is to notify the top ten respondents by May 17th.