NZME goes it alone with Radio Survey
Back in January NZ’s Commercial Radio industry body, the Radio Broadcasters Association pulled the pin on the first survey round for 2015.
But NZME has decided to go it alone.
They will fully fund an independent survey of radio audiences in Auckland, Wellington and Christchurch.
Managing Director of NZME Radio, Dean Buchanan said: “We have engaged TNS, the company that has conducted the industry’s independent surveys for more than 20 years, to ensure impartiality. But innovation was also required, so for the first time in New Zealand TNS will introduce a mixed methodology survey including an on-line sample with e-dairies. This will make it easier for people participating in the survey to choose how they want to respond.”
Although NZME is fully funding the survey, Jason Shoebridge from TNS said: “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”.
NZME has stated that “Client Needs” had been the main driver behind them going it alone and the market is demanding “more measurement not less”.
Sandra King, NZME. Commercial Director said: “We are not operating in isolation. We have spoken at length to key advertising agencies and clients who have provided us with strong feedback regarding how heavily they rely on the radio survey data.”
“In fact many of them pointed out they want more frequent data, not less. It’s such a fast paced sector that survey data only twice a year is simply not frequent enough."
Dean Buchanan also said that NZME Radio was never in favour of survey one for 2015 being cancelled but gave assurances that “NZME Radio will continue to work closely with the industry to further develop survey methodology.”
With that, International Research Consultants, Eriks Celmins and Peter Don will be presenting options to the New Zealand industry as a whole.
Overall NZME is upping the ante with their commitment to research and results for clients, whilst announcing the independent Audience survey, they will also be introducing rolling research studies with Neilson across multiple platforms – including attitudinal, behavioural and social data.
“We believe strongly in providing advertisers with independent, credible and regular information. Informed planning decisions can then be made by our clients who spend their hard earned money with us.”
“supporting and leading our advertisers and the industry as a whole is our biggest priority through this exciting period of change. We look forward to sharing the results in May with our partners and clients”, said Sandra King, NZME Commercial Director.