REQUEST FOR PROPOSALS (BBCWS-KBL-2026-06-002)

The BBC’s Global Audience Measure (GAM) is central to assessing granular level performance and driving business strategy. BBC’s core operating metric for its international news operations, across platforms and BBC language services, is unique people reached weekly, and it is assessed through GAM. Surveys carried out under GAM are a critical source of information for BBC News about other key audience attributes such as demographics, attitudes towards the BBC, platform consumption, market context, etc. The GAM survey is conducted in countries across the world where the BBC operates.

The purpose of this RfP is to invite agencies to submit technical and financial proposals to carry out quantitative fieldwork and data collection for a nationally representative survey in Afghanistan. The study will measure the reach, engagement and impact of BBC World Service output among audiences across the country, covering television, radio and social media, and including both users and non-users of BBC services.

The selected agency will be responsible for conducting face-to-face interviews (CAPI) with a sample size of between 2,500 and 3,500 respondents across all regions of the country. Interviews will be completed using a structured questionnaire with an average length of 35 minutes, excluding screening questions such as the KISH grid.

The agency will be responsible for sampling, fieldwork, quality control and data processing, and will deliver a clean, fully labelled dataset together with supporting fieldwork documentation, including technical details of the sampling approach. Analysis, interpretation and reporting will be undertaken by the BBC. The agency will submit a fieldwork summary of observations, but a full analytical report is not required.