Australian Radio set to improve audience measurement
The radio industry in Australia will start a trial of online data collection for the radio ratings, closely followed by the introduction of a world-first application for tablets and mobile phones, which will allow people to input their listening habits via these devices, Commercial Radio Australia announced.
These innovative approaches have been implemented as a result of recommendations put forward by the industry’s Research Committee which oversees the audience survey system and has been investigating best practice for listenership audience measurement in a changing digital environment
The research company, Ipsos, will commence a trial of online data collection in March, which will be a supplementary measure to the existing diary system, This will be followed by a world first development of an m.site/application which will allow people to fill in ratings information on tablet devices and mobile phones, which the industry believes will be a unique step forward and one that we are sure will be welcomed by the advertising industry.
Henry Tajer, Chair of the Media Federation of Australia (MFA) said: “ We are pleased that the radio industry is exploring additional data collection methods that will help to bring radio measurement into the 21st century. MFA looks forward to working with the industry over the next few months to test and progress additional forms of digital measurement.”
Andrew Green, Global Chief Marketing Officer for Ipsos Media said: “The digital revolution has changed the market research business just as it has the media business. Many people – especially the young – are more comfortable communicating with us on-line rather than via traditional pen and paper methods. So it is important that we start testing newer methods of data collection. In the UK, where measurement body RAJAR has been running an on-line diary as part of their radio audience measurement system for the past six months, it has been found to be a very useful method for attracting respondents of all ages to tell us about their radio listening.”
The first phase of online data collection would begin in March in Sydney, with a group of 300 people able to enter their radio listening habits online. The results of the trial will be evaluated across a number of areas including response rates, platform of listening, place of listening and variance in completion rate by gender and age, to ensure it is delivering accurate information.
The current tender for the radio ratings, held by Neilsen, expires at the end of next year. Tenders will be called later this year for 2014, with proposals for online and mobile applications to supplement the paper diaries, to be part of the process.