New innovative research design for Switzerland Radio and Audio scoops international award

On behalf of Tanja Hackenbruch of Mediapulse, Mirko Marr (right) received the Tony Twyman Award for best paper from Andrea Mezzasalma, of sponsor dataBreeders, at the 2025 asi International Radio & Audio Conference. Photograph by Vito Poma Foto.

Dr. Tanja Hackenbruch, Chief Executive of Mediapulse, was awarded the Tony Twyman Award for the best contribution to a greater understanding of Radio & Audio and its audiences at the recent asi International Radio & Audio Conference. Sponsored by dataBreeders recipients receive the award itself together with 1,000 Euros.

Tanja’s paper, Radio measurement goes ‘hybrid’, presented the new innovative research design recently deployed to measure radio and audio listening in the Swiss market.  Facing significant budget cuts, Mediapulse developed a completely new research design and method with which to deliver a valid and very robust database for all stations.

Tanja was commended by the judges for outlining the market’s technological and financial headwinds that resulted in the new service in an open and constructive way whilst displaying transparency in sharing both the early results and what had been learned in the process too. This accolade is not the first at asi for Mediapulse, with Mirko Marr having been awarded the 2022 Tony Twyman Award for Television & Video.

In a time of data abundance, growing cost pressures are bringing in a new era in the way audience measurement data is collected, used and managed responsibly. Tanja’s winning paper reflected both a pragmatic approach to immediate problems and a call to action to meet the challenges presented by a rapidly evolving marketplace.

You can watch Tanja’s presentation here: