GfK start to release 2014 survey details

Staff Writer

Commercial Radio Australia have released the survey schedule for 2014 (see below).

They have also announced that GfK, the research company that will take over from Nielsen next year to conduct radio surveys, will be at the National Radio Conference on October 11. They will present an overview of their research methodology and will show results of pilot tests they have conducted.

“This is an exciting time for the radio industry and the National Radio Conference provides an ideal opportunity for GfK to outline in detail to key industry insiders the measurement enhancements being introduced in 2014,” said Joan Warner, CEO of CRA.

From the beginning of 2014 there will be a minimum of 20% of survey participants recruited online and completing an e-diary. This percentage may increase in 2015.

Also included in the new system is real-time management and monitoring of the personal placement of diaries to ensure that population potentials for difficult to reach youth demographics are closely reflected in the sample.

Dr Morten Boyer, GfK General Manager of Media and Market Insights, said:

“The launch of Australia’s new radio audience measurement is a highly significant event for the industry. So it is fantastic that GfK will have the opportunity to emphasise the importance of this change at the National Radio Conference this year. Our design of the new system did not happen overnight; every aspect has been carefully considered and rigorously tested, and we look forward to revealing the details of our innovations”.

If you work in Sydney, Melbourne, Adelaide, Brisbane, Perth, Newcastle, Canberra or the Gold Coast, expect to attend a boardroom presentation from visiting GfK staff from mid-October when they will show more about their methodology.

Sessions will be held by GfK in each market for agencies and advertisers in late January or early February 2014 before the first survey release.

Survey dates for 2014 are also out now HERE.

Noticeable changes to the survey schedule include :-

  • an increase from 2 to 3 for Canberra with each running for a longer period than before in that market. Now 8 weeks rather than 4.
  • there is now a 1 week survey break after S1 and S2 in the metro markets, compared to those breaks occurring after S2 and S3 this year
  • S1 is 6 weeks long in Syd/Mel/Bris/Ade/Per compared to the previous 5 weeks

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