Launch of hybrid radio measurement in Australia
October 28, 2022
Australian broadcast industry body Commercial Radio & Audio will introduce a new hybrid audience measurement system for its metropolitan radio surveys GfK, from March next year, and describes it as “the investment and the most important change for [radio measurement] in Australia since ratings began.
CRA is the nation’s radio industry peak body, promoting radio and audio effectiveness to advertisers, administering national, metropolitan and regional audience measurement surveys, setting standards and intervening on regulatory and legislative issues. The new system will base radio ratings primarily on electronic diaries, as well as live radio broadcast data obtained from the station’s web server logs and the GfK Sensic tagging system. Streaming data will be verified and integrated with data from panels of respondents wearing GfK’s MediaWatch portable player.
ARC chief executive Ford Ennals said the new approach, described as “the first iteration of the new hybrid methodology”, will provide more robust and granular listening data to agencies and advertisers and enable insight streaming audience size.” He adds, “We also plan to provide additional insights into podcast listening by including questions about podcast consumption in the lifestyle questionnaire that makes part of the log. This information will provide information such as frequency of listening to podcasts, time of day and other data”.
GfK Media Measurement Director Deb Hishon (pictured), interviewed at the organization’s Audio Unlimited event, said: ‘We are delighted to be working with the radio industry on Radio360, a project which has seen applied in-depth data science and rigorous testing. We use all available measurement tools to ensure the system is built for future-proof radio audience measurement for the Australian market. GfK’s Radio360 offers users, for the first time ever, the ability to analyze and plan based on radio streaming and linear audiences; it also opens the door to new knowledge from the public about listening to a specific event or period, such as the summer period which is not measured in the current system”.
The CRA recently appointed John Musgrovepreviously Head of Knowledge and Research at broadcaster Southern Cross Austereo (SCA) in the new role of Head of Research.
All articles 2006-22 written and edited by Mel Crowther and/or Nick Thomas, unless otherwise noted.