New radio ratings system

Announced last week, Commercial Radio Australia (the radio industry body) has awarded the next three-year radio audience measurement contract to international research company GfK, starting on January 1^st 2014.

GfK was founded in 1934 in Nuremburg, Germany, and expanded internationally through the 1960’s to the 1980’s. In 2005, through the acquisition of NOP World, GfK became one of the top 5 market research organisations worldwide.

The major point of difference GfK is looking to implement in its radio surveys is the advent of an e-diary that spans a multitude of devices – computer, tablet, and phone – to replace the current paper diary modality. GfK are looking to trial an e-diary pilot system this year to assess any major complications, although as they currently run e-diary ratings surveys in several countries, they are quietly confident in regards this issue.

GfK are also looking to implement a new radio audience behaviour panel to look at key issues for the Australian radio industry, including such issues as consumption of radio via the internet and by mobile devices.

This will create a new and interesting dynamic in radio advertising, with what could be a revolution in Australian audience measurement reflecting on advertisers. The preliminary reports released by GfK will make for an interesting read, and we will definitely keep an eye out as 2013 progresses.