Berating the ratings: CRA boss defends current system despite criticism
Almost since we first began measuring radio listenership, there have been questions about the methodology and the accuracy of results.
2DayFM’s Em Rusciano is the latest to throw a bit of gasoline on the fire after the disappointment of last week’s survey result.
While she considers her breakfast show to be number one in the country for engagement on Facebook and Instagram, survey seven saw it record its worst ever result.
And she wasn’t happy, calling ratings system “archaic” and in desperate need of an overhaul.
Commercial Radio Australia chief executive officer Joan Warner is having none of it. She’s defended the radio ratings as ‘robust, consistent and reliable’.
Employing a combination of paper and electronic diaries, Ms Warner says the methodology is considered “world’s best for measurement of radio listening”.
Research firm GfK has also rejected the criticism, pointing to its decades of experience measuring radio listenership across Europe.
However, there is change in the air. But, it’s not the ‘overhaul’ that Rusciano has demanded.
As announced at this year’s Radio Alive conference in Melbourne, the ratings system is to undergo a multi-million dollar make-over.
CRA says it will provide “additional insights” into how Australians are consuming radio factoring in wearables, apps and streaming data.
Ms Warner told the conference the objective is to provide an ‘holistic’ view of Australian radio listening.
Only time will tell whether that approach will silence the critics.