Radio industry to test digital measurement system
The radio industry is to take some of its first steps towards an electronic system to increase the accuracy and speed of how it measures and reports audiences.
Two initiatives are under way. The first, less radical, one will see some listeners completing online listening diaries to complement the paper diary system.
And the industry is also to trial electronic “people meters” where actual listening will be recorded rather than asking consumers to fill out a diary.
The current system, run by Nielsen, sees diaries distributed at random, with listeners completing a log of their weekly listening habits. Each of the five major metro radio markets has around 2000 diaries gathering data during any given survey period. This infromation is then collated for the industry’s eight survey releases each year.
Look into my eyes not around the eyes look into my eyes
And you’re under.
“There is nothing wrong with our measurement system. Repeat, radio is a fabulous medium and audience numbers continue to grow even with the obvious proliferation of new listening devices and platforms, the shifting of consumer behavior and ability for consumers to listen to what they want, where they want, on demand.
And you’re back in the room…
About time! Once measurement is refined, I wonder how different the results are going to be. Still can’t see it being THAT acurate.
I’m curious to learn more about the following statement from the CRA:
“There are absolutely no plans at all to implement the people meters due to a number of flaws with the device all of which have been documented including compliance problems, under-reporting of listening and the cost being three times greater.”
I’ve looked on the CRA website but can’t find anything regarding the documentation that Joan Warner refers to.
Tim, is there any way this “documentation” can be published on mumbrella?
People meters only record that the radio/TV was on and which station it was tuned to. There’s still the problem of the sets being in an empty room with no one actually listening. This is a particular problem with radio, but I don’t how to economically solve it.
Dan – simply attach the ppl meter to the people.
think wrist watch size… not nig silver helmet with an antenna
Dex… please snap your fingers louder I am still hypnotised