Radio Industry Extends Ratings Contract With GfK & Investigates Hybrid Measurement

Radio Industry Extends Ratings Contract With GfK & Investigates Hybrid Measurement
SHARE
THIS



Commercial Radio Australia (CRA) has announced a five-year extension of its audience measurement contract with international research company GfK at the Radio Alive 2017 conference in Melbourne this morning. 

The contract extension includes a new multi-million-dollar Measurement Innovation Program (MIP) to explore the potential for a hybrid future for radio measurement. 

The MIP is a global first for GfK, with Australia having established a reputation as the innovation hub in radio measurement. 

Over the next three years,the MIP will underpin the development of a road map to the future for radio audience measurement and build on the important testing already conducted by GfK. 

In the last 12 months, GfK has conducted exploratory testing and a trial of radio audience measurement via a smartphone app. Prior to the app tests, a wearable electronic meter in the form of a watch was also tested by GfK. 

This detailed and extensive testing found the app and the watch do not capture all radio listening, including when the participant was using headphones. In addition, respondent non-compliance can be a significant issue with metering technology. 

The tests did however clearly demonstrate that the pattern of listening captured by both the watch and the app is consistent with the diary methodology. 

Listening trends across the major parts of the day did not differ, and this consistency was also found across gender, age, and content genre. 

As well as a robust validation of the diary survey data, CRA chief executive Joan Warner (pictured above) said the tests have provided valuable insights to inform the investigation of a hybrid model which may cover, for example, the use of electronic data to supplement and enrich diary data.  

In addition, as part of the MIP, there will be an investigation of the potential for the harmonisation of radio streaming data into the survey results. 

”Radio listening is ubiquitous. It takes place across place, time and now platform,” Warner said. 

“Our objective is for Australia to develop a world’s first radio audience measurement system that uses an enviable suite of tools to provide an holistic view of Australian radio listening.” 

Dr Morten Boyer, general manager of GfK Media, said: “GfK globally sees the Australian market as a leader in radio audience measurement, and the developments from the MIP investment may well be adopted in other markets.” 

The radio industry will continue to work with key stakeholders such as the Media Federation of Australia to ensure Australian radio listening continues to innovate and provide users of the data with the most up-to-date measurement tools. 

GfK was appointed the radio audience measurement contract in 2014, which was previously held by Nielsen Media for 66 years. Online recruitment and data capture by mobile devices were the key additional features of the change to GfK for radio audience measurement. 

In 2014, GfK introduced a minimum of 20 per cent online recruited survey participants, which will be increased to 30 per cent, and an e-diary for mobile phones, tablets and computers. 

It also established the radio audience behaviour panel Radio Insights, which examines key issues for the radio and media industries. 

More than 70,000 listeners across the five state markets are surveyed each year as part of the Australian radio ratings. There are two remaining surveys to be released in 2017: Survey 7 on Tuesday 14 November and Survey 8 on Thursday 14 December. 

Survey dates for 2018 can be found here.

Latest News

Pooled Energy Appoints Magnum & Co And The Wired Agency
  • Advertising
  • Marketing

Pooled Energy Appoints Magnum & Co And The Wired Agency

Swimming pool electricity retailer Pooled Energy has appointed Magnum & Co and sister agency The Wired Agency to its roster, following a competitive pitch. Magnum & Co will handle Pooled Energy’s social media and PR, while The Wired Agency has been appointed to manage the company’s search and display advertising. Both agencies will collaborate with […]

Masculinity Roasted In Clever New Ad
  • Advertising
  • Campaigns

Masculinity Roasted In Clever New Ad

Think masculinity means drinking a case without chundering? Well, rediscover it (& possibly yourself) with this top ad.

by B&T Magazine

B&T Magazine
WPP AUNZ Partners With Career Trackers Indigenous Internship Program
  • Advertising

WPP AUNZ Partners With Career Trackers Indigenous Internship Program

Advertising and marketing network WPP AUNZ has joined the Career Trackers Indigenous Internship Program as part of its commitment to a diverse workforce, and the creation of opportunities that inspire excellence. As part of the program, WPP AUNZ has welcomed its first three interns: Abi-Leigh Dillon (WPP AUNZ), Amy Mccutcheon (MediaCom) and Jacinta Evans (Ogilvy), […]

Taboo Goes On A Hiring Spree
  • Advertising

Taboo Goes On A Hiring Spree

Taboo has gone a hiring spree. And when it comes to sprees, that's far better than a shooting one or a farting one.

M&C Saatchi Group’s 1440 Shuts Up Shop
  • Marketing

M&C Saatchi Group’s 1440 Shuts Up Shop

Sadly, M&C Saatchi's 1440 is no more. And chances of it being reborn as 1550 not looking much chop either.

by B&T Magazine

B&T Magazine
Luke Kelly Becomes A Partner At HBT
  • Advertising
  • Marketing
  • Technology

Luke Kelly Becomes A Partner At HBT

B&T's not sure what's with that twirly thing in the press photo, suffice to say a vortex to an alternate dimension?

Women In Media Profile: Alison Michalk
  • Media

Women In Media Profile: Alison Michalk

If B&T's Women in Media profiles were an animal they would be a gazelle or lioness, or even a lioness eating a gazelle.

by B&T Magazine

B&T Magazine
Grant Broadcasters Makes Several Changes To Senior Executive Team
  • Media

Grant Broadcasters Makes Several Changes To Senior Executive Team

Independent media company Grant Broadcasters has announced a number of changes to its executive ranks. Grant Cameron will move up to become non-executive chairman for the company, and Alison Cameron (pictured above) – currently the chief operating officer – will assume the CEO role. Dugald Cameron remains responsible for the family’s investment portfolio and is […]

Shopper Media Group Partners With Mist To Offer New Tech & AI-Driven Capabilities
  • Advertising
  • Media

Shopper Media Group Partners With Mist To Offer New Tech & AI-Driven Capabilities

Australian retail out-of-home (OOH) business Shopper Media Group (SMG) has announced a partnership with AI-powered wireless networks provider Mist. The partnership will see SMG offer new WiFi, analytics and location-based services across the company’s portfolio of Australian shopping centres. Mist currently provides WiFi and location services using virtual Bluetooth LE technology to businesses across all […]

Indy Agency This Is Flow Wins Cruiseco’s $5 Million Media Account
  • Advertising
  • Media

Indy Agency This Is Flow Wins Cruiseco’s $5 Million Media Account

Travel organisation Cruiseco has announced the appointment of Sydney independent agency This is Flow (TIF) to handle its $5 million media account. This is the first time Cruiseco has appointed an agency, having managed its communications internally. Cruiseco is the largest and broadest distributor of cruise products in the Southern Hemisphere. With a membership base […]

Women In Media Profile: Naomi Shepherd
  • Media

Women In Media Profile: Naomi Shepherd

Need a Monday morning pick-me-up? You could stand naked next to the office fridge or read these inspiring words.

by B&T Magazine

B&T Magazine
APN Outdoor Takes Off With Queenstown Airport Contract
  • Advertising
  • Media

APN Outdoor Takes Off With Queenstown Airport Contract

Out-of-home media business APN Outdoor has won the tender for New Zealand’s Queenstown Airport. As part of the new agreement, APN Outdoor has flagged extensive development plans for Queenstown Airport’s advertising assets. The new contract adds Queenstown Airport to APN Outdoor’s existing portfolio of Auckland and Christchurch Airports. The media company will hire a South […]