How much is that audience in your survey?

12 December 2010 · blog

With the last Nielsen survey of 2010 out this week, the Australian Association of National Advertisers, has once again voiced its concern over the accuracy of the current diary method. The SMH reports, “The association wants to find a better system for measuring radio audiences, instead of the diary method. The wish-list calls for the introduction of digital radio to be accompanied by a new, modern system for measuring audiences.”

In 2009, the incumbent, Nielsen, fended off a spirited bid from US based rival Arbitron to secure a new three year contract with CRA to continue using the diary method, albeit in an enhanced form. Arbitron was proposing a new electronic measurement system which has been introduced in the US with mixed results.

With the current radio audience measurement contract due to expire at the end of 2011, is it time to re-evaluate the electronic method?

 

 

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