Release of first Canberra ratings survey marks beginning of new partnership: CRA | radioinfo

Release of first Canberra ratings survey marks beginning of new partnership: CRA

Wednesday 30 April, 2014
CRA CEO Joan Warner

The much anticipated first radio ratings results for Canberra in 2014 were released today, with measurement by new radio ratings provider GfK and results for the many changes to presenters across Canberra.   
 
Commercial Radio Australia Chief Executive Officer Joan Warner said the first survey in Canberra from GfK is the beginning of a new industry partnership with international research company GfK and sees Canberra surveyed three times throughout 2014, rather than twice: “The industry and listeners are all keen to see today’s results with changes to presenters and a new audience measurement provider.  This will be the first of three surveys and listeners will no doubt sample the various on air teams and settle into a listening pattern." 
 
Online recruitment and data capture by mobile devices are the key additional features of the new GfK radio audience measurement. In this survey, there was a minimum of 20% of survey participants recruited online and they completed an e-diary. In addition instant updates of the audience sample were used to ensure accurate demographic quotas. 
 
Dr Morten Boyer, General Manager of GfK Media, said: "GfK holds seven industry-appointed Radio Audience Measurement (RAM) contracts in Europe and with over a decade of experience in online data capture, we have applied this innovative, robust approach to provide highly accurate and insightful data on Australian radio audiences.  This is one of the biggest probability-based research samples in Australia, apart from the census.”
 
GfK will also launch later this year the new quarterly AudienScope reporting which will go beyond the standard ratings surveys by examining key issues for the radio and media industries, including: advertising effectiveness, content preferences, and the role of radio in people’s lives.
 
The radio industry has worked closely with GfK on the transition to ensure the currency and validity of the radio audience measurement system is maintained.  The release of Survey 1 in Canberra follows successful pilot trials in 2013 and the release of the first two surveys in the metropolitan markets. 
 
Joan Warner said: “2014 promises to be an exciting year in radio, Australian audiences are passionate about their radio and we look forward to a successful year.”
 
GfK have put together a video on how the new enhancements to radio ratings work, see here.

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