As noted previously on RadioInfo, today’s release of the final survey figures for 2013 is the end of an era for the industry.
 
After 66 years of radio listening surveys with research company Nielsen, as of next year, audience measurement will be provided by GfK.
 
Commercial Radio Australia, chief executive officer, Joan Warner thanked Nielsen, for its long service to the industry. “Throughout the partnership with Nielsen, the industry has worked with the company to develop one of the most robust and reliable radio audience measurement systems in the world. We are extremely grateful for their service and dedication to radio.”
 
GfK’s new radio audience measurement contract commences on 1 January 2014.
 
From the first survey commencing on 19 January, there will be a minimum of 20% of survey participants recruited online and they will complete an e-diary. In addition there will be instant updates of the audience sample to ensure accurate demographic quotas.
 
CRA says the industry has worked closely with GfK to ensure the currency and validity of the radio audience measurement system is maintained and there is a smooth transition, conducting successful pilot trials in parallel with survey 5 of 2013.  
 
Ms Warner said: “2014 promises to be an exciting year in the growth and evolution of the industry. There have been unprecedented changes across on-air teams around the country and a new audience measurement system commences after 66 years.  Australian audiences are passionate about their radio and we look forward to a successful year”.
 
Survey 1 for 2014 will be released on March 11.