Radio Survey Contract Up For Grabs

CRA CEO Joan Warner, has declared tenders open for the next contract for the provision of radio audience measurement services to start in January 2014.

“While the industry expects that the global standard of paper diaries for collection of radio audience data will remain the main method of collection of radio audience measurement in the short term, the industry is also very open to proposals for supplementary data collection methods to enhance the basic methodology,” Ms Warner said.

The current contract for radio surveys, held by Nielsen, expires at the end of 2013. A decision on the winning research company or companies will be made early next year following an extensive tender process.

240_joanwarner_120Ms Warner said major local and international research companies had been invited to tender. Apart from Nielsen, others that could make a play for the 2014 contract include Gfk and Ipsos.

Recent investigations of supplementary data collection methods  have included online diaries and the use of mobiles and tablets to record radio listening.

“Recent tests of an online diary yielded much more positive results that when we carried out a similar test in 2007. This highlights how people’s increasing use of technology means listeners now appear more willing to record their listening habits online.

“The industry is looking to enhance the methodology currently used for the collection of radio audience measurement data and is prepared to consider a range of proposals for the next contract. The industry is seeking proposals, advice, and evidence of performance and results from research companies that will lead to a cost effective methodology,” says Ms Warner.

The new contract will also mark the commencement of a Gold Standard for radio analysis software, in relation to which Nielsen’s Radio Advisor currently has the monopoly.