Radio ratings back September as CRA touts new research

Staff Writer

Commercial Radio Australia has commissioned GfK to undertake an online listening survey.

The results from the new research will be released in June and are in response to the radio ratings pause and demand from agencies requesting for more insights.

CRA also confirmed the ratings will resume with Survey 6, with the results to be published on September 29, followed by Survey 7 results on November 5 and Survey 8 on December 8.

CRA said the GfK Radio E-Diary Listening Study will capture industry-level consumer listening data across the five major capital city markets via an online e-diary.

The new study will also provide information on how many people listened to radio and key metrics on time, place of listening and demographics.

The E-Diary Listening Study is just one of a schedule of data releases from CRA designed to keep the advertising industry informed about audience and listening trends.

Joan Warner, chief executive at CRA, said the research efforts should offer agencies and clients some confidence in radio during the lockdowns.

“People have continued to rely on radio for information and companionship as their daily routines have changed,” she said.

Other initiatives to capture and share data include Infinite Dial Australia out May 20 and a deep-dive into digital data from streaming and websites by August.

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