GfK Radio 360 Survey 7, the penultimate survey for 2024, is released next Thursday November 14. Before that there is an Xtra Insights survey of the Western Australian Bunbury region tomorrow November 7, and of Wollongong the following day. Then further GfK surveys of the major provincial markets of Queensland’s Gold Coast on November 15 and Newcastle in NSW on November 22. Many thousands of households will have taken part with the industry benefitting from this external and internationally reputable company’s assessment of listening across Australia.

I watched Abbie Chatfield’s TikTok video a little while ago taking to task what she perceives as an inaccurate and outdated recording method. You can watch and listen to below:

It is a valuable conversation starter for those who have never seen or done a survey. My fear is that this video would make people who watch and follow her refuse to take part in future surveys.

I also want to address a few things she says that have changed since her experience, or are inaccurate. 

Firstly, in metro areas you do not get a paper survey now unless you specifically request one. Some people still prefer them. Most of us prefer a digital e-diary for ease and convenience. There are about 2000 of you who are wearing the GfK MediaWatch which ongoing will give the easiest to extract information altogether. 

Secondly, let’s say there are four people in your household who are approached to participate some time before the actual survey measurement period. Three of you are happy to but one doesn’t want to / doesn’t have time. In that instance none of the household takes part. It’s all in or not. Parents, carers and their kids are all measured in a household and that’s how that fascinating and important 10-17 year old group gets recorded.

Thirdly, yes its self reflection, but so is the census and any other survey you fill out. Abbie will be right that some participants tick a box not truly reflective of their listening because they love and want to support a station or can’t be bothered. Before that diary is returned though, GfK will check to make sure that every 15 minutes of every day part has a check next to something.

Fourth, you can select other and add your favourite community or DAB+ station. Or none at all. That is reflected in the percentage amount NOT in the final survey of commercial stations.

Fifth, it isn’t the same group of people every survey. The below is from 2021, of the GfK surveyed areas of Sydney. All regions are represented.

Finally, and reflective of our Radioinfo charts, stations and breakfast shows have ups and downs but you will see a steady increase, decrease or stability over time. Spikes are usually due to a change in personnel, or format. Each survey, except for the first of the year, has two waves of participants, as you can see below, half from the previous survey and half new this survey.

I believe that radio surveys are reflective of actual listening and am aware of just how much work goes into the extrapolation of results. It is also truly a way one person via their listening habits can have a voice and impact about radio, its people and future. 

Having teenage children myself, who would probably say to you that they don’t listen to radio, they’d be surprised if surveyed how much they consume vicariously. In the car, in the kitchen, streaming, in the shops, at sports training, friend’s houses, the gym, via social media and so on.

That is why I think these surveys are so important as radio starts conversations about what and who they are hearing. One of my favourite stories from last year was a teenager in the car in Melbourne driven by his Mum and listening to 3AW‘s now retired Neil Mitchell. A man called Peter called in to say his work van had just been stolen, giving a description and the number plate. 

The young man Xavier, in year 10, was listening enough to realise that the van described was right next to him. He took a screenshot, and loaded a map of the location, called Neil from the car and within an hour of Peter’s original call, police had arrested the people involved and seized the vehicle.

I don’t think Australian lie on a survey because they worry that they might hurt some announcer’s feelings. I do believe that our radio survey measurement system is modern, flexible and accurate, especially if you look over the long term.

Adelaide radio stations across the last two years above.

Most importantly, I thank all of you who’ve ever said yes to a radio survey for taking the time to fill it out with your own reflections, which may have surprised yourself.

GfK Radio 360 Survey 7 is out at 9:30am next Thursday November 14. Radioinfo will present our own interpretations and extrapolations of results then.

Jen Seyderhelm is a writer, editor and podcaster for Radioinfo.