How we digest radio has changed dramatically over the last few years. Here at MediaCast we’ve enjoyed watching from the sidelines as it has become what we know and love today. It’s no longer as simple as turning a dial and tuning in, the evolution of streaming your sounds waves online has meant that listeners have hundreds of stations at their fingertips.
Given radio coverage is one of our specialties, we’re always excited when the newest GFK numbers are released after each survey period. So naturally our ears pricked up when we heard today’s announcement of a new system of measuring listenership.
To truly reflect how radio has evolved in Australia, how we measure radio listening and ratings must adapt and follow suit. Enter the Radio360 hybrid audience measurement system, set to roll out in measured stages in each of the five metro markets in late 2021 and power through 2022.
Commercial Radio Australia chair and Southern Cross Austereo CEO Grant Blackley states it was time for the industry to accurately report on how we consume radio.
“Australians are increasingly consuming radio through digital platforms. Over 2.7 million people are listening to radio each week through their smartphones1.
“The industry’s investment in a hybrid measurement system will allow advertisers to connect to known, targeted audiences at scale.”
In short, panels of 400 consumers in each of the five metro markets will be asked to wear watch meters to calibrate, validate and ensure de-duplicated streaming data. Streaming data will then be integrated with broadcast audience data2.
This collaboration between Commercial Radio Australia with global research firm GFK comes as a welcome addition to better aid how we, especially at MediaCast, navigate the media landscape and report back accurately to our clients.
If the pandemic has taught us anything, it’s that we all must be agile and adaptive to mould to the ever-changing environment. The radio industry is no exception to this, now is not the time to be static (pun intended).
[1] Source: GfK Radio Ratings, SMBAP, Survey 5 2021, Total Radio Listeners, Cume (000), Mon-Sun I2mn-I2mn, All People I0+
[2] https://radioinfo.com.au/news/cra-announces-evolution-of-gfk-radio-ratings-to-hybrid-audience-measurement-system/