Krajowy Instytut Mediów

What Krajowy Instytut Mediów does

Krajowy Instytut Mediów (KIM) is a Polish public research institution headquartered in Warsaw at ul. Wiktorska 63, 02-587 Warszawa, established on December 31, 2020, by the Chairman of the National Broadcasting Council (Krajowa Rada Radiofonii i Telewizji, KRRiT) under Article 23 of the Polish Public Finance Act as a public budget institution (instytucja gospodarki budżetowej). KIM's mandate is to deliver comprehensive, independent measurement of electronic media consumption in Poland — specifically television, radio, and internet — and to integrate data across these channels into a single national reference series following the so-called "Golden Standard of Electronic Media Measurement."

KIM's flagship product is the Jednoźródłowe Badanie Założycielskie (Single-Source Foundational Study), which captures TV, radio, and internet consumption from the same households using a continuous panel of 30,000 households drawn from the official GUS TERYT register, covering 30,000+ individuals aged 4+. Complementary products include Audio Track (monthly radio audience measurement with daily reach, listenership, share of listening, and average listening time, published nationally and locally in 6-month cumulative periods) and a Research Panel using Samsung Galaxy S23 FE and Galaxy A53 5G smartphones for passive data collection. An annual infrastructure-and-consumption report rounds out the productization of KIM's outputs.

The institution is funded through the KRRiT budget rather than commercial revenue, and research findings are disseminated free of charge via the kim.gov.pl website and the Public Information Bulletin (BIP). Customers in the data-consumption sense are horizontally distributed across Polish broadcasters and media companies (audience measurement), advertisers and media agencies (media planning and campaign evaluation), KRRiT itself (regulatory support and market oversight), and academic and research institutions. The Data Protection Officer is Patryk Kuchta, and KIM maintains documented GDPR (RODO) compliance under Articles 6(1)(e), 6(1)(a), and 9(1)(j).

Name

Krajowy Instytut Mediów

Legal name

Krajowy Instytut Mediów

Website

https://kim.gov.pl

Company type

Private

Founded year

2020

Operating status

Operating

Headcount range

11–50 employees

Short description

Krajowy Instytut Mediów is a Polish public research institution founded in 2020 by the National Broadcasting Council to measure television, radio, and internet consumption across Poland via a continuous 30,000-household single-source panel.

Ownership category

akta.pro rank

Product category

Media Audience Measurement

NAICS

Marketing Research and Public Opinion Polling (541910)

akta.pro industry

PRIMARYMPABAOAA

National TV & Cross-Platform Audience Measurement Panels

Media, Entertainment & Sports/Broadcasting (TV & Radio)/Broadcast Measurement, Ratings & Audience Analytics

SECONDARYMPABAOAC

Radio Audience Measurement (PPM/Diary/Streaming Radio)

Media, Entertainment & Sports/Broadcasting (TV & Radio)/Broadcast Measurement, Ratings & Audience Analytics

SECONDARYMPABAOAL

Social/Second-Screen & Cross-Media Attention Measurement (TV+Digital+Social)

Media, Entertainment & Sports/Broadcasting (TV & Radio)/Broadcast Measurement, Ratings & Audience Analytics

Keywords

• Media audience measurement
• Television ratings research
• Radio audience measurement
• Internet consumption research
• Single-source media panel

Headquarters

HQ city

Warsaw

HQ country

Poland

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Technology or R&D, Operations, Marketing or Sales

Revenue model

1. Public Budget Funding: As a budget economy institution (Instytucja gospodarki budżetowej) created by the Chairman of KRRiT, KIM operates on public funds allocated for media research and regulatory support functions

Go-to-market motion1 record

Distribution channels1 record

Marketing channels3 records

Core offering

Krajowy Instytut Mediów (KIM) is a Polish public research institution that conducts comprehensive cross-media measurement of television, radio, and internet consumption in Poland. Its flagship offering is the Jednoźródłowe Badanie Założycielskie (Single-Source Foundational Study), which measures media audiences using a unified panel methodology covering broadcast and online channels.

Product overview

Krajowy Instytut Mediów operates as a specialized public research institution that functions as a 'media GUS' (Central Statistical Office) for Poland. The organization offers a unified portfolio of media measurement products centered around the Jednoźródłowe Badanie Założycielskie (Single-Source Foundational Study) as its flagship product, supplemented by the Audio Track radio measurement service and a Research Panel for ongoing data collection. Together, these products provide comprehensive single-source measurement of television, radio, and internet consumption across the same consumers, delivering the 'Golden Standard of Electronic Media Measurement' in Poland.

Differentiator

Problem solved

Functional benefit

Products and services

• Jednoźródłowe Badanie Założycielskie (Single-Source Foundational Study) Flagship single-source cross-media audience measurement study covering television, radio, and internet consumption in Poland, designed for broadcasters, advertisers, media agencies, and regulatory bodies.
• Audio Track (Pomiar Radia) Radio audience measurement service tracking radio listening behavior across Polish broadcast stations as part of the institute's single-source panel.
• Panel Badawczy (Research Panel) Foundational research panel of Polish media consumers whose television, radio, and internet usage is continuously measured to produce cross-media audience data.

Quantifiable outcome

• 98.5% of population has possibility to receive linear TV
• +3 more outcomes

Named customers3 records

Segments4 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Scale indicators4 records

Recent moves5 records

Expansion highlights4 records

Regional players

• Gemius: Central and Eastern European digital audience measurement and analytics firm with strong presence in Poland (gemiusAudience, gemiusTraffic). Comparable to KIM in providing audience measurement to Polish broadcasters and advertisers, primarily in digital.

Direct peers

• Ipsos: Global market research firm with a dedicated media research practice measuring audience behavior across platforms. Comparable to KIM in offering consumer media consumption research and syndicated audience studies.
• Mediamétrie: French audience measurement institute serving broadcasters, advertisers, and regulators with TV, radio, and digital measurement. Highly comparable to KIM as a national cross-media measurement body with similar public-interest mandate.
• AGF (Arbeitsgemeinschaft Fernsehforschung): German joint industry committee for TV audience measurement providing the official national TV currency. Comparable to KIM as a national-level cross-media measurement organization serving broadcasters, agencies, and advertisers.
• BARB (Broadcasters' Audience Research Board): UK industry-owned audience measurement body providing cross-platform video viewing data. Highly comparable to KIM in operating as the official cross-media measurement currency for a national broadcast market.
• Kantar: Major media measurement and analytics firm providing cross-platform audience measurement including TGI and Worldpanel. Directly comparable to KIM as both deliver audience data used for advertising planning and media buying decisions.

Broad incumbents

• GfK: Large market research company with consumer panels and media measurement capabilities. Comparable to KIM in conducting large-scale household panel-based media consumption research across multiple European markets.
• Nielsen: Global leader in TV, radio, and cross-platform audience measurement. Comparable because Nielsen operates audience panels and ratings services that compete directly with KIM's measurement offering for Polish broadcasters and advertisers.

Emerging players

• Comscore: Digital-first audience measurement and analytics firm expanding into cross-platform TV/video measurement. Comparable to KIM's cross-media focus, with overlap in digital audience measurement delivered to Polish advertisers.
• Numerator: Consumer panel operator combining purchase data with media exposure measurement. Partial overlap with KIM's household panel methodology, particularly for cross-media consumer behavior insights.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks4 records

Key highlights5 records

Customer concentration

• LinkedInlinkedin.com/company/krajowy-instytut-medi%C3%B3w

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Krajowy Instytut Mediów