The Australian Association of National Advertisers (AANA) and the Media Federation of Australia (MFA) have welcomed changes by Commercial Radio Australia (CRA), which will see a trial of online data collection for radio ratings.
At present, radio ratings are collected through a paper diary system, but trials of a new system will see online diaries increasing the efficiency and accuracy of how the industry measures its audiences.
Following the trial of online data collection, CRA will introduce an application for tablets and mobile devices that will allow people to input listening habits. CRA has claimed this is a “world first”.
The approaches have been implemented as a result of the industry research committee examining the survey system. The trial of online data collation will be overseen by research company, Ipsos.
MFA chairman Henry Tajer said: “We are pleased that the radio industry is exploring additional data collection methods that will help to bring radio measurement into the 21st century. MFA looks forward to working with the industry over the next few months to test and progress additional forms of digital measurement.”
AANA chief executive Scott McClellan said, “Thirteen months ago AANA called on the radio industry to modernise its method of audience measurement. This development is a positive sign that the radio industry is responsive to the needs of advertisers. It will help radio keep pace with improvements in audience measurement across other media.”
Numerous industry pundits have accused the current paper-based diary system of being too outdated in a digitally-led, modern media landscape.
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