CRA Announces Evolution Of GfK Radio Ratings To Hybrid Audience Measurement System

CRA Announces Evolution Of GfK Radio Ratings To Hybrid Audience Measurement System
B&T Magazine
Edited by B&T Magazine
SHARE
THIS



Australian metropolitan radio ratings will undergo a major evolution in response to the rapid digitisation of audio consumption in Australia, with live streaming data to be integrated into a new multimillion-dollar hybrid measurement system.

The Radio360 system will see the industry transition from paper surveys to the majority use of e-diaries and integrate live streaming data to provide more information on the size and profile of audiences listening across digital platforms.

A panel of 2,000 consumers will also be asked to wear an electronic watch meter that will detect when the wearer is in listening range of a radio broadcast and will provide encrypted anonymised information, to be used to validate and ensure the streaming data is accurate and deduplicated.

Industry body Commercial Radio Australia will partner with leading global research firm GfK to roll out the new system in measured stages, commencing in late 2021 and accelerating through 2022.

CRA chair and Southern Cross Austereo CEO, Grant Blackley, said: “After consultation with key industry stakeholders, in recognition of the changing behaviour of our growing digital audiences and the need to accurately capture and report on this increasing consumption, the industry has moved forward with GfK in developing a hybrid measurement system.

“Australians are increasingly consuming radio through digital platforms.  More than 2.7 million people are listening to the radio each week through their smartphones. The industry’s investment in a hybrid measurement system will allow advertisers to connect to known, targeted audiences at scale.”

The integration of streaming audiences via server logs and the GfK Sensic tag will commence early in 2022. Panels of 400 consumers in each of the five metro markets will also be asked to wear watch meters to calibrate, validate and ensure the streaming data is de-duplicated.

Streaming data will then be integrated with broadcast audience data, accredited via Gold Standard radio analysis software, and made available as part of regular rating reports.

The announcement comes as part of an ongoing review and modernisation of radio ratings being undertaken by CRA in partnership with GfK, which will place Australia at the forefront of radio measurement innovation globally.

GfK, managing director at Australia and New Zealand, Dr Morten Boyer, said: “GfK is excited to partner with CRA to make hybrid radio audience measurement a reality following rigorous and thorough testing and development period.

“Australia is one of the strongest radio markets in the world and the first to embrace this exciting approach, both from a methodological and data science perspective.”

As part of the process, the transition away from paper diaries to a stronger focus on e-diaries will continue this year. The proportion of survey respondents using an e-diary will be steadily increased from Survey 6, 2021, making the system more resilient to disruptions such as COVID, while maintaining the annual sample size at 60,000.

CRA, chief executive officer, Joan Warner, said: “The overhaul of the radio ratings will future-proof the system and better capture listening everywhere, on every device.

“Digitisation and innovation adopted across the radio sector have removed any limitations to listening – radio is now genuinely ubiquitous, and we need a measurement system capable of capturing that.

“By putting the right technology and methodology in place, we are ensuring that we are able to do justice to the full scale and opportunity of our audience in the eyes of advertisers, now and into the future.”

Warner also explained that CRA would continue to collaborate with key industry stakeholders throughout the transformation process.

Peter Horgan, Omnicom Group CEO and chair of the Media Federation Australia, said: “We welcome CRA’s move to evolve radio audience measurement to better reflect listening behaviour.

“As radio consumption becomes increasingly sophisticated, it makes sense that measurement follows suit.

“This will allow agencies to make more informed media planning and buying decisions on behalf of their clients, ultimately improving radio campaign effectiveness.

MFA, chief executive officer, Sophie Madden, said: “The MFA fully supports this exciting direction for radio audience measurement and the goal to develop new best-practice solutions.”

Please login with linkedin to comment

CRA grant blackley Joan Warner Peter Horgan Sophie Madden

Latest News

Queen Of Aussie Pop Culture Abbie Chatfield Signs Podcast Deal With LiSTNR
  • Media

Queen Of Aussie Pop Culture Abbie Chatfield Signs Podcast Deal With LiSTNR

Reality TV star, influencer and unabashed over-sharer Abbie Chatfield has signed with SCA to bring her hugely popular and fiercely candid podcast, It’s A Lot to Australia’s biggest audio content creator –  LiSTNR. Chatfield’s never been afraid to call out bad behaviour or tell it like it is. And that’s just what people love about […]

Sydney Headshots; Daniel Sommer Photography; Sydney Headshot Photographer; Daniel Sommer
  • Marketing

Cheetah Digital Announces Major CM Group Merger

CM Group, a portfolio of martech companies focused on multichannel digital marketing, today announced its merger with Cheetah Digital under the CM Group name. The merger expands and enhances both CM Group’s and Cheetah Digital’s ability to deliver innovative email, omnichannel, personalization, and loyalty solutions. The combined company will own a broad array of technologies […]

Smart Accelerates CTV Growth Ambitions Via Publica Partnership
  • Advertising
  • Technology

Smart Accelerates CTV Growth Ambitions Via Publica Partnership

Independent ad tech platform Smart has announced a new partnership with connected TV (CTV) ad platform Publica to accelerate its growth ambitions. The integration is a major step in Smart’s commitment to building a scaled, vertically-integrated TV advertising platform for media buyers and sellers following its recent acquisition of global premium CTV demand-side platform (DSP) […]

Edge Creates First Local Campaign For Nevro, “I Am Not My Pain”
  • Campaigns

Edge Creates First Local Campaign For Nevro, “I Am Not My Pain”

Independent creative agency Edge has launched Nevro’s first local campaign, “I am not my pain”. Nevro is a medical technology company offering innovative solutions to chronic pain. Their HFX therapy has been available in Australia since 2011 and is a form of spinal cord stimulation (SCS), where an electrical device is implanted surgically near the […]

IPG Unveils “Remarkable” 15% Q3 Growth
  • Advertising
  • Media

IPG Unveils “Remarkable” 15% Q3 Growth

With COVID behind it and no gigantic meteors on the horizon, Interpublic predicting healthy growth into 2022.

by B&T Magazine

B&T Magazine
Pinterest Announces New Tools, Features and Experiences For Users
  • Media

Pinterest Announces New Tools, Features and Experiences For Users

Pinterest has introduced a new suite of creator and Pinner products and experiences globally, as the platform continues to evolve to become home for the next generation of creators. At its second annual Pinterest Creators Festival, featuring Megan Thee Stallion and Storm Reid.  Pinterest creators Kerin Rose Gold, Wendy’s World, Henri Purnell, Carolina Gelen and […]

Come From Away Reopens In Sydney!
  • Media

Come From Away Reopens In Sydney!

Producers Rodney Rigby and Junkyard Dog Productions have announced that the worldwide smash hit, Tony and Olivier award-winning musical COME FROM AWAY, has reopened at the Capitol Theatre in Sydney. The pandemic led to all theatre shows closing curtains in Sydney, however, with vaccinations rates soaring and restrictions easing, the theatre is back and Sydney […]

Guardian Australia Launches Revealing Climate Change Podcast, Australia V The Climate
  • Media

Guardian Australia Launches Revealing Climate Change Podcast, Australia V The Climate

Former PMs, high-ranking politicians and climate experts blow the whistle on how Australia became an international climate change pariah in the new Guardian Australia podcast series, Australia v the climate. Guardian Australia will release a special investigative podcast series ahead of the Cop26 global climate summit, scrutinising Australia’s role in the climate crisis over more […]