Radio industry to release online listening survey as traditional survey reporting is paused
While traditional radio surveys have been paused during the COVID-19 pandemic, Commercial Radio Australia (CRA) and GfK will release a special online listening survey.
The data will be released in June and reflects consumer listening from the five major capital cities, collected via online e-diaries.
The GfK Radio E-Diary Listening Study will provide similar information to the traditional listener surveys, covering how many people listened to radio and key metrics on time, place of listening and demographics.
CRA and GfK have planned the survey as one of a series of data releases designed to keep the industry informed during the pandemic.
CRA CEO Joan Warner said that while the circumstances around the surveys have changed, the fact consumers are still choosing radio has not.
“People have continued to rely on radio for information and companionship as their daily routines have changed. We will be releasing a range of data over coming weeks to provide insight into listening behaviour, so agencies and clients can continue to have confidence that radio offers cost-effective audience reach,” Warner said.
While ad revenue has fallen in the radio industry, listening numbers have not according to GfK. Data from pre and post-COVID-19 listeners found consumers were listening to one hour and 46 minutes more during the lockdown period.
The results of the annual Infinite Dial Australia study on the audio industry will be presented on May 20.
Official radio surveys will resume with survey six to be released on Tuesday, 29 September. The release of survey seven has been brought forward by one week to 5 November and survey eight will now be released on 8 December.
