Come the new year, the radio industry will be generating its audience figures with audience measuring company GfK, after 66 years with research company Nielson.
As part of the new partnership, the radio industry will explore other approaches to add to the radio audience measurement such as trials for electronic devices.
Earlier in October, GfK announced their new audience listening and measurement system “Audienscope” that will include quarterly measurements of listener’s reactions to advertising.
The radio industry has worked closely with GfK to ensure there is a smooth transition to the new company and that the validity of the measurement system is maintained.
Joan Warner, CEO of Commercial Radio Australia thanks Nielson for its long service to the industry.
“Throughout the partnership with Nielsen, the industry has worked with the company to develop one of the most robust and reliable radio audience measurement systems in the world.
“We are extremely grateful for their service and dedication to radio.”