In a media release today Commercial Radio Australia announced "Radio set to further improve audience measurement."
The release goes on to say "The radio industry will start a trial of online data collection for the radio ratings, closely followed by the introduction of a world-first application for tablets and mobile phones, which will allow people to input their listening habits via these devices."
Chief Executive officer of Commercial Radio Australia, Joan Warner said today, “Australian radio has one of the most robust listenership measurement systems in the world but that doesn’t stop us investigating ways to improve it further.”
Apparently "paper diaries remain the basis of radio audience measurement around the world."
There was a digital trial back in 2007 for the collection of listener data, however punters were slow to respond online. Maybe it will be different in 2011.
Ms Warer elaborated “Research company, Ipsos, will commence a trial of online data collection in March which will be a supplementary measure to the existing diary system, This will be followed by a world first development of an m.site/application which will allow people to fill in ratings information on tablet devices and mobile phones, which the industry believes will be a unique step forward and one that we are sure will be welcomed by the advertising industry.”
