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GfK Extends Tracking of Dutch Radio Audience
Dutch radio audience survey body NLO has signed an amended contract with current provider GfK, extending the current radio diary deal and simultaneously exploring the use of mobile apps to allow reporting on a minute-by-minute level.
The current radio diaries contract, which measures listening on a quarter-hourly basis, runs until the end of 2015, and includes use of GfK's MediaWatch as a control to compare the results from digital measurement. The experience has persuaded NLO that it should seek alternatives for measuring minute-by-minute, and in the new contract the Watch is replaced by the use of smartphone apps.
Traditional and new methods will continue to run side by side - the contract for diary use has also been extended, to the end of 2016, and NLO says the diaries will remain the basis for establishing radio audience ratings until at least that year.
NLO Director Nicole Engels says the revised contract gives 'scope to explore which devices are suitable for measuring minute-by-minute radio audience behavior', and adds: 'Our objective for the new survey is to be able to continue reporting in the current relevant channel/target group combinations, of course on the condition that it is financially feasible.'
The NLO foundation has four partners - RAB (Radio Advies Bureau), NPO (Nederlandse Publieke Omroep), BVA (bond van adverteerders) and PMA (Platform Media Adviesbureaus) - and is online at www.nationaalluisteronderzoek.nl . GfK's group home page can be found at www.gfk.com .
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