Radio industry introduces tablet apps to measure audiences in ‘world first’
Commercial Radio Australia has formally announced its plans to start using audience online diaries for the first time, as revealed by Mumbrella last week.
CRA will also introduce an audience mobile phone and tablet app in what the body says is a world first in collecting audience data.
Listeners will be able to submit information on their radio habits into their device by June in phase two of the trial being lead by research firm Ipsos.
CRA boss Joan Warner said: “We are excited and realise it is the time for us to explore the digital offerings to see what kind of interesting things we might uncover among audiences.
“We are not expecting any really different results, and we still intend to use paper data, but we want to move into a more digitally-alligned world.”
She added the move would be welcomed by the advertising world.
The first stage of online data collection will begin in Sydney in March and participants will not be paid.
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 online rather than via traditional pen and paper methods. So it is important that we start testing newer methods of data collection.”
