Radio ratings changes: How metro FM stations are dealing with the new finish line

With GfK Survey 6 done and dusted and the festive period looming, FM program bosses are dealing with a new ratings curve ball.

Under changes to the radio survey year, instead of wrapping up in November and releasing data before Christmas, GfK Survey 8 will now measured from October 5 to December 13, 2025.

The results then won’t be released until January 20, 2026.

This change extends the survey period and avoids releasing results close to the Christmas holidays.

SCA’s Head of Broadcast Content Matthew O’Reilly admits he’s still wrapping his head around it.

O’Reilly laughs as he says “I guess if you got a good result, what a way to start the year.”

“The annoying thing about that Survey 8 result, was it used to come as December 19, 20, and then you’d carry it ‘til March. I do kind of like that there’s not a four month gap between results.”

“Selfishly, I always had to delay going on holidays until we got that result until December 20 … and now I can go straight away,” he smiles. “So I’m looking at the positives.”

Smooth FM’s Head of Programming Peter Clay is also weighing up the positives.

“Well, it makes Survey 7 more important because there’s a break over that Christmas period, but in the real world, people don’t stop working. And so our commercial teams are out there, looking at advertisers and trying to make them see the benefits of advertising on Nova and Smooth. We don’t take the foot off the pedal over that period.”

“For me, I always think it’s a quieter time in January. I guess, yes, it would probably be nice to the results this side of Christmas, but I always I guess feel that it’s a busier time of year … up to that point.”

“It would make sense to me having a result in January if the survey went for a few weeks longer in December.”

Ahead of major events such as next year’s national expansion of The Christian O’Connell Show, ARN’s Chief Audience and Content Officer Lauren Joyce says audience behaviour – and people’s typical summer routines – are front of mind.

“To be honest with you, in terms of our planning, we’re very much focused on the consumer calendar as opposed to the ratings themselves and using those as a guide for our programming,” Joyce says.

“We’re thinking more about the consumer mindset and that’s what’s dictating what we’re launching, as opposed to waiting for those survey results and then reacting on that basis.”