The Radio Broadcasters Association has cancelled its first survey in New Zealand, according to radioinfo.com. The announcement comes at the expiration of the contract of the previous survey provider, TNS.
The organization is reportedly seeking other providers that will deploy an enhanced surveying method and will be able to effectively reflect younger generations’ radio consumption.
It is expected that advertisers will react to this cancellation by being more cautious, and it may also result in missed revenue opportunities for stations that have increased their audience share since the previous survey in October 2014, according to Radio Info.
The commercial radio industry in NZ is surveyed twice annually, and the next survey would be conducted in August or September.