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.
A common criticism of the system is that consumers do not keep track every 15 minutes of what they are actually listening to, but complete the diaries later based on what they best recall. This potentially skews share in favour of the highest profile – and most heavily marketed – stations.
While people meters would potentially address that drawback, there are still potential difficulties based around people remembering to carry the equipment with them – and the accuracy in how the meters capture the data.
One source close to the process told Mumbrella: “The best solution is the hybrid approach. A paper system is better suited to oldies, online for the youngsters and people metersfor those more comfortable with personal devices.”
Also planned are changes to the recruitment process for monitoring listening habits. Currently, people are approached by knocking on doors at weekends – which tends to skew the demographic towards older participants and talkback stations. Recruitment over the phone may be introduced.
Radio is the latest major medium to upgrade the way it measures its audiences. The outdoor industry introduced the MOVE measurement system in February last year. The online industry launched its own in October.
The major hurdle for Commercial Radio Australia is cost – the people meters would be likely to increase the cost of the ratings. It is unclear which vendors are competing for the contract.
Last week, the radio industry released modest figures of 1.1% growth for 2011.
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…
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About time! Once measurement is refined, I wonder how different the results are going to be. Still can’t see it being THAT acurate.
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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?
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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.
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Dan – simply attach the ppl meter to the people.
think wrist watch size… not nig silver helmet with an antenna
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Dex… please snap your fingers louder I am still hypnotised
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