Radio industry green lights hybrid measurement system, starts to shred paper diaries
Commercial Radio Australia is to adopt a new hybrid linear and digital ratings model, ditching paper diaries and adopting digital 'listening' devices and diaries.
What you need to know:
- Commercial Radio Australia is overhauling its measurement of linear and digital radio, adopting a hybrid model.
- The industry will transition from paper surveys to majority use of e-diaries with integrated live streaming data.
- A panel of 2,000 consumers will also be asked to wear an electronic watch meter, similar to the system in markets such as the US.
Australian metropolitan radio ratings are finally being digitised. The industry is to adopt a hybrid system that largely bins the old paper system in favour of e-diaries and devices that capture live streaming.
A panel of 2,000 consumers will don electronic watch meters that detect when the wearer is in the listening range of a radio broadcast, similar to the system used in the US.
Per Commercial Radio Australia, the new measurement system will also help make podcast download numbers more accurate – and CRA will now publish numbers rather than just rank podcasts in terms of popularity.
CRA's current measurement provider, GfK will roll out the new system in stages commencing before the year end. Integration of streaming audiences will commence early in 2022.
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 data and be made available as part of regular ratings reports.
The proportion of survey respondents using an e-diary will be steadily increased from Survey 6, 2021, making the system more resilient to disruptions while maintaining the annual sample size at 60,000.
"By putting the right technology and methodology in place, we are ensuring that we are able to do justice to the full scale and opportunity of our audience in the eyes of advertisers, now and into the future," said CRA CEO Joan Warner.
Mi3 Special Report: Australia Post-Cookies, Post-Privacy
- How brands including ANZ, CommBank, Adore Beauty, Little Birdie, Menulog and Westpac are racing for new privacy-compliant ways to market to customers as platform and regulatory changes bite.
- Report covers all of Australia‘s major publishers, their strategies.
- All major alternative IDs covered.
- Plus marketing consultancies, tech provider and agency insights.
- Independent Mi3 report, based on 35-plus interviews, supported by MiQ and Resolution Digital.
How brands including CommBank, Adore Beauty, Little Birdie, Menulog and more are racing for new privacy-compliant ways to market to customers as platform and regulatory changes bite.Get ahead of the curve. DOWNLOAD THE REPORT HERE DOWNLOAD your 67-page report here.
‘The great Aussie SMB reset’: The opportunity for marketers in a massive boom for small and medium businesses
Val Morgan is working with Karen Nelson-Field’s team at Amplified Intelligence to study the effect of attention metrics on cinema audiences. As James Bond’s latest film storms the global box office, it’s time for more meaningful metrics – and cinema is in a class of its own on the attention scale, Val Morgan’s Guy Burbidge writes.
The advertising industry deserves a collective round of applause. In the face of a global pandemic, near constant – and ongoing – privacy questions and scrutiny, advertisers innovated and experimented like never before, and the whole market is better for it. Success in the next (hopefully disruption-free) year will require collaboration and partnerships.