The radio industry continues to prepare for the change in radio audience measurement in 2014, with the announcement today of five provisional Gold Standard software providers.
The software providers that have today received provisional Gold Standard accreditation, with full accreditation to be awarded later this year after final testing are:
- GfK Retail and Technology Australia Pty Ltd (GfK)
- Landsberry & James Marketing Pty Ltd (L&J)
- Roy Morgan Research
- Telmar International Inc
- Total Exact Solutions Australia Pty Limited
Once the new survey contract commences on 1 January 2014, the Gold Standard will come into play. This means subscribers to the radio data will have the choice, under the Gold Standard, of a range of different accredited radio analysis software packages, rather than being tied to a single radio analysis software package. In August, Commercial Radio Australia (CRA) called for software suppliers to apply for Gold Standard Accreditation.
Commercial Radio Australia Chief Executive Officer Joan Warner said: “We’ve been very pleased with the response. By announcing the provisional certification of the initial five Gold Standard software providers, we aim to enable radio stations, advertising agencies and media buyers to commence reviewing and testing the software that will be on offer in order to choose a system that will suit their needs.”
Gold Standard accredited software will use a common calculation base and standard industry language, terms and parameters. The administration of the Gold Standard has been undertaken by Ian Garland, Managing Director of Milton Data Pty Ltd, a media and analytics consultancy.
Ian said: “Over the last few months we have worked closely with all of the applicants to test the rigor and reliability of their calculation engines,” explained Ian Garland. “This meant ensuring that the different systems consistently reproduced industry currency results such as station shares, session averages, program performance and reach and frequency. All of the candidates have passed the first stages of testing and all will be able to provide reporting systems for CRA’s subscribers in 2014.”