GfK, the market research company set to take over radio audience measurement in Australia from 1 January 2014, will present an overview of the enhanced research methodology, as well as results of the pilot tests of the new enhanced radio audience measurement system at the National Radio Conference next month.
Dr Morten Boyer, GfK General Manager of Media and Market Insights (pictured), will present to more than 600 radio and media industry executives from around the country in a morning plenary session at the conference.
To ensure currency continuity whilst introducing the new GfK multi-mode approach to radio listening data collection, GfK has been conducting parallel pilot testing and the results of the testing and other features of the GfK system, will form the basis of the conference presentation. radioinfo previously reported on GfK’s new system in an earlier subscriber report (now unlocked).
“This is an exciting time for the radio industry and the National Radio Conference provides an ideal opportunity for GfK to outline in detail to key industry insiders the measurement enhancements being introduced in 2014,” said CRA’s Joan Warner.
From the first radio survey in 2014 there will be a minimum of 20% of survey participants recruited online and completing an e-diary. This percentage will be closely monitored with the aim of reviewing and possibly increasing the percentage for year two. Also included in the new system is real-time management and monitoring of the personal placement of diaries to ensure that population potentials for difficult to reach youth demographics are closely reflected in the sample.
Boyer said: “The launch of Australia’s new radio audience measurement is a highly significant event for the industry. So it is fantastic that GfK will have the opportunity to emphasise the importance of this change at the National Radio Conference this year. Our design of the new system did not happen overnight; every aspect has been carefully considered and rigorously tested, and we look forward to revealing the details of our innovations.”
In the weeks following the conference, GfK will embark on a series of nationwide information road shows, detailing the new system to all commercial radio station staff in Sydney, Melbourne, Adelaide, Brisbane, Perth, Newcastle, Canberra and the Gold Coast.
Information sessions in each market for agencies and advertisers will also held in late January or early February 2014 before the first survey release.
Radio audience survey dates for 2014 have been finalised and are available on the Commercial Radio Australia website – click here.
Other conference speakers announced include – Naked Communications founding partner, Adam Ferrier, and the man behind the successful Hamish & Andy Show, Sam Cavanagh, plus radioinfo’s leading US radio sales industry trainer, Pat Bryson. Further National Radio Conference speakers and sessions will be announced shortly.
The National Radio Conference will be held on October 11 at the Royal International Convention Centre, Brisbane.