Leading Bulgarian advertisers have joined forces to form a trade association, one of the aims of which will be to bring some order into a chaotic TV audience measurement marketplace. According to a local report, the Bulgarian Advertisers Association (BAA), whose founder members include Mobiltel, Nestle Bulgaria and Heineken/Zagorka, will aim to select a single company to undertake TV audience measurement. At present this is undertaken by TNS for the market leader bTV, which is backed by Rupert Murdoch’s News Corp., and GARB for Greek Antenna-owned Nova TV.
