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Radio industry extends GfK ratings contract, looks to hybrid measurement system

Commercial Radio Australia has confirmed a five year extension of its radio audience measurement contract with international research company GfK.

The announcement, made this morning at the Radio Alive 2017 conference in Melbourne, includes the development of a new Measurement Innovation Program (MIP), which will aim to explore the potential of a new future for radio measurement.

Joan Warner said the new contract will look to form a new hybrid form of measurement

It comes after detailed testing revealed smartphone app and wearable watches did not capture all radio listening but confirmed the pattern of listening with the app and watch were consistent with diary methodology.

According to CRA, the tests shown potential for a hybrid form of measurement which uses electronic data with the diary format.

Joan Warner, CEO of Commercial Radio Australia commented on the announcement: “Our objective is for Australia to develop a world’s first radio audience measurement system that uses an enviable suite of tools to provide an holistic view of Australian radio listening.”

GfK has worked with Commercial Radio Australia since 2014

Morten Boyer, general manager of GfK Media described Australia as a leader in radio audio measurement, and said the development of MIP would be adopted in other countries.

GfK was appointed to the radio audience measurement contract in 2014. Prior to that it was held by Nielsen for 66 years.

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