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CRA Sees Optimistic Results for Online Radio Survey Trial

Listenership measurement accuracy is of concern for radio broadcast trade group

Australian radio broadcast industry group Commercial Radio Australia CEO Joan Warner announced that a trial of online data collection had generated encouraging results.

As part of an industry exploration of supplementary data collection efficiency in radio surveys, in advance of a tender being called for the radio audience survey measurement contract later this year, Ipsos carried out a trial of online data collection in March.

Warner noted that the recent Ipsos trial reported completion rates of 66%, as compared to only around 30% in a 2007 online trial. However, she pointed out that this result is still far below the diary completion rates of over 80%.

“The improved online response rates in the latest trial are positive and highlight how people’s increasing use of technology has meant listeners now appear more willing to record their listening habits online,” said Warner. “The trial has provided the industry with valuable data to assess whether online could be used as a supplementary way of collecting data.”

Warner said that the industry would work with Ipsos to increase the online diary completion rates. The CRA is also collaborating with Nielsen and Gfk in other supplementary data collection trials, the results of which will be released in the coming months. One such development is an application that will allow people to complete radio surveys on table devices and mobile phones.

“Australian radio has one of the most robust listenership measurement systems in the world but that doesn’t stop us investigating ways to improve it further. It should also be remembered that one of radio’s major strengths, its mobility and reach into all situations, conversely provides one of the major challenges for radio audience measurement.”