Radio Audience Measurement

9:55 AM, 12 March 2015

Audience Research is critical to advertisers and their decision on where to allocate advertising dollars. While ANZA always welcomes steps to improve audience research methodology, any delay in the frequency of research is disappointing. For that reason, ANZA was disappointed by the announcement from the Radio Broadcasters Association (RBA) that the Q1 sweep of metropolitan markets was to be cancelled ahead of a tender for new radio audience measurement.

With the cancellation of the scheduled survey, advertisers and their media agencies are placed in a difficult position as they are trying to make important strategic decisions and are spending clients' money with out-of-date data. This pertains particularly to radio as audiences are measured less frequently than for most other media.Those advertising on radio will be looking for this to be resolved as soon as possible so they can have access to up-to-date audience metrics.

Advertisers are looking for more regular reporting, not less. It's such a fast paced sector that survey data only twice a year is simply not frequent enough. ANZA welcomes NZME.'s commitment to independent, credible data that can be used to drive informed planning.

NZME. Radio announced in February that it will fully fund an independent survey of radio audiences in Auckland, Wellington, and Christchurch to ensure that clients have access to up-to-date data. It will commence shortly. Managing Director of NZME. Radio, Dean Buchanan, says it is the right outcome for advertisers who deserve and expect relevant and current data to plan their campaigns against.

For the first time in New Zealand the survey, conducted by TNS, will introduce a mixed methodology survey including an online sample with e-diaries. This will make it easier for people participating in the survey to choose how they want to respond. This advancement brings NZ research in line with that used in Australia and the UK. On top of this, the lifestyle and behaviour questions in the survey have been reviewed and updated ensuring it will result in more relevant data for advertisers.

"Although NZME. are fully funding the survey, TNS New Zealand will continue to perform the study to the same world best quality standards and level of independence it has operated the radio survey to over the last 20 years", Jason Shoebridge from TNS said.

Whilst NZME. Radio was never in favour of survey one for 2015 being cancelled, Buchanan gave assurances NZME. Radio will continue to work closely with the industry to further develop survey methodology. Two internationally renowned radio research consultants, Eriks Celmins and Peter Don, will be presenting options to the industry.

How has this cancellation affected you as an advertiser or media agency? As always, ANZA welcomes your feedback, comments, and queries about industry issues to lindsay@anza.co.nz.

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