2SM pulls out of the Sydney ratings | radioinfo

2SM pulls out of the Sydney ratings

Saturday 12 April, 2003

2SM has pulled out of the Sydney ratings, citing dissatisfaction with the recent decision to reappoint Nielsen Media Research as the radio industry's survey company.

A statement issued by the station says:

"Radio Station 1269 2SM is very disappointed that Commercial Radio in this country has made the decision to reappoint the incumbent Nielsen Media Research, as the provider of audience research surveys on behalf of the industry through to the year 2006."

2SM believes that Australian Commercial Radio has "missed out on an opportunity to introduce fresh thinking and new technology in regards to audience research."

"This could have been provided by Arbitron-TNS, a global research company that many broadcasters believe would have pioneered electronic measurement of radio audiences in this country," says the station's release.

Because of the decision to reappoint Nielsen, 2SM has informed Commercial Radio Australia that it will no longer participate in the Sydney Audience Research Survey.

The station will instead conduct its own "independent audience research, which will be made available to relevant parties."

In recent years, two stations in Melbourne pulled out of the ratings surveys, but the city's research committee decided still to announce the results of those station's figures in the survey results. One of those stations has since come back into the ratings system. There is no indication whether the Sydney research committee will make a similar decision regarding 2SM.

2KY, which was recently bought by Sky Television, has also recently pulled out of the radio ratings.

By pulling out of the ratings research process 2SM is expected to save tens of thousands of dollars each year.

2SM's last survey result was 0.6%.

In other recent moves at 2SM, the station is introducing voice tracking overnight and a new Drive presenter for the FM service is expected.

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