Intomart GfK Wins Dutch Radio Measurement Extension

The Dutch radio association NLO (Nationaal LuisterOnderzoek) has extended Intomart GfK's contract for national radio audience measurement for another four years.

The agency will use its patented 'GfK Hybrid Model for Radio', which taps into feedback from around 7,500 listeners who record their daily radio consumption online or on paper in 15-minute blocks.

Additionally 325 members of GfK's Mediawatch panel will wear a passive electronic meter, built inti a wristwatch, to record snatches of the radio programme they are listening to, several times per minute.

Through the combination of these two sets of data, GfK says it can offer the Dutch radio market minute-by-minute information on radio audiences for the first time.

This year, Intomart GfK will also introduce a smartphone e-diary for members of its Diary Panel, to provide a more complete picture of younger listeners' radio habits.

At the end of last year, the JIC STIR joint industry body awarded Intomark GfK and comScore a three-year contract to collect official audience data for Dutch web sites and online advertising. The contract is based on a fusion of two online panels, making it possible to compute the number of pages visited along with the profiles of the visitors and the reach within target groups.

Web sites: www.stir.nl , www.comscore.com and www.intomartgfk.nl .