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GfK Plans More 'Holistic' Approach for Aus Radio System
GfK has revealed details of its new measurement system for Commercial Radio Australia, to be known as AudienScope, which it says will introduce quarterly assessments of listeners' response to ads, emotional bonds with stations and motivations for listening.
GfK Media General Manager for Aus Dr Morten Boyer unveiled the system at the 2013 National Radio Conference in Brisbane on Friday, and said it would 'complement traditional ratings' by getting to know who listeners were and providing a more holistic view.
GfK will also be monitoring the rapidly growing sales of audio-enabled devices, to help it predict and anticipate trends in listening behaviour. These might include DAB listening - up to around 12.5% - and listening via streaming, which is fairly static at around 5%.
To be launched next year, AudienScope will go 'multi-mode', with 80% of its data collected via a new door-to-door paper diary, and 20% via a new online e-diary - which respondents can complete via PC, tablet or smartphone, moving between them if they wish and accessing their responses regardless of which device they were made from.
In addition, Boyer said GfK will use an online interactive audience panel of 5000 people to gain more in-depth insight about changing media habits; and will pull in data from its own consumer technology product sales and usage monitors, as a further way of spotting and anticipating trends.
Speaking with Boyer at the Conference, CRA's Joan Warner said the two firms will be looking at electronic measurement options such as people meters in the next few years, to see if they become viable and cost effective.
Web site: www.gfk.com .
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