The Australian commercial radio industry has invited expressions of interest from research companies to tender for the next radio audience survey measurement contract to commence in January 2009.
As part of the tender process, six companies have been invited to register for the tender to undertake the ratings for three years from 2009. They are Arbitron; Ipsos; Nielsen Media Research; Research International; Roy Morgan Research and Taylor Nelson Soffres.
Chief executive officer of Commercial Radio Australia, Joan Warner, told radioinfo that the tender specifications included a request for a proposal to conduct the ratings system using the current diary system but had also been expanded to request any additional proposals for alternate approaches that would lead to improved outcomes – both improvements to the diary methodology and/or proposals for complementary approaches.
“While we believe the diary system is working well and is the only proven and reliable ratings method used in the majority of the world at present, we are mindful that we must look at ways to improve the system and research all possibilities including exploring, over the next contract period, any advancements in electronic testing,”
Collaborative work is already underway on the first steps with the industry planning to conduct initial technical tests later in 2007 on two new electronic devices: Nielsen Media Research People Go Meter and the Ipsos Mobile Phone.
Ms Warner said the technical tests would look at whether the technology worked in the Australian environment.
“The results of these technical trials combined with results of consumer trials planned in the UK, Canada and USA later this year and into 2008 will help us determine the future for electronic testing in this country.”
Ms Warner said the industry had concerns about the electronic testing devices currently available and tests conducted so far which show three major areas of concern with electronic testing: an unexplained drop in breakfast listening; problems with compliance and a cost of up to three times the diary system.
“It is imperative that the Australian radio audience measurement system remains the best in the world so the industry wants an approach to future surveys that will ensure continuous and ongoing improvement.”
Nielsen Media Research conducts the current radio ratings. The contract includes eight surveys a year in five metropolitan markets, three in Newcastle; two in the Gold Coast and Canberra and one in Wollongong.
Tenders will be required to be submitted by mid-September.