Commercial radio and audio (CRA) has announced a new hybrid audience measurement system for GfK Metropolitan Radio Polls which will be introduced from Poll 1 in March 2023.
The improvement will see radio ratings produced using audience data collected from mainly electronic diaries and live radio broadcast data obtained from the station’s web server logs and the GfK tagging system. Sensic.
Streaming data will be verified by data collected from panels of respondents wearing GfK’s MediaWatch portable player and will be scientifically integrated into the radio evaluation dataset.
The Radio360 system is the most significant investment and change to the radio audience measurement system in Australia since ratings began.
Speaking at the CRA Audio Unlimited event, CEO Ford Ennals said the new approach would provide more robust and granular listening data for agencies and advertisers and allow for a deeper view of streaming audience size.
“We will launch the new Survey 1 radio measurement system next year in March. This will be the first iteration of the new hybrid methodology and we will work with GfK to continue to develop and explore further improvements.
“We also plan to provide additional insight into podcast listening by including questions about podcast consumption in the lifestyle questionnaire that is part of the diary. This information will provide information such as frequency of listening to podcasts, time of day and other data,” he said.
3AW Breakfast Presenter Russell Howcroft interviewed GfK’s Head of Media Measurement Deb Hishon and Managing Director Australia and New Zealand, Dr Morten Boyer, at the Audio Unlimited event.
Ms. Hishon said, “We are delighted to be working with the radio industry on Radio360, a project that has seen extensive data science applied 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 audience insights on listening to a specific event or period, such as the summer period which is not measured in the current system.