MediaWorks Respond to NZME’s Survey Moves

As reported on Radio Today, NZME decided to go it alone and commission their own independent radio audience survey using TNS in the major markets of Auckland, Wellington and Christchurch.

NZME’s move comes off the back of New Zealand’s industry peak body, the Radio Broadcasters Association that NZME is also part of; deciding not go ahead with Survey One for 2015.

Rachel Lorimer, Group Head of Corporate Communications for MediaWorks has shared with Radio Today their position concerning official audience measurement across the country

MediaWorks position is clear with Rachel Lorimer saying: “The ‘survey’ announced today is a piece of research commissioned by NZME and does not involve the wider radio industry.  As such it will have limited value to advertisers.”

Rachel also explained the broader position from MediaWorks perspective:

“In December, MediaWorks and the independent radio stations took the lead in improving the radio industry’s audience measurement system.  We commissioned a significant independent report to identify a new, customer-focused ratings methodology that would provide the depth and breadth of data all stakeholders require, and would be adopted by the industry as a whole. 

“International experts Peter Don and David Kidd (pictured) have consulted with MediaWorks, NZME, Radio NZ, the independent radio stations, and The Radio Broadcasters Association, and recently delivered an outstanding report.    It will be presented to the radio industry shortly, and recommends audience measurement for 40 weeks of the year with nationwide reach and more accurate capture of information.”

Rachel went on to say: “The T2/2014 results remain the industry standard until a new system is adopted by the Radio Broadcasters Association.”

You can read more about NZME moves here and our early story of Survey One be pulled here.