A new hybrid audience measurement system for the GfK metropolitan radio surveys will be introduced from Survey 1 in March 2023, industry body Commercial Radio & Audio announced today.

The enhancement will see the radio ratings produced using audience data collected from predominantly electronic diaries and live radio streaming data obtained from station web server logs and the GfK Sensic tagging system.

The streaming data will be verified by data collected from panels of respondents wearing GfK’s MediaWatch wearable meter and will be scientifically integrated into the radio ratings dataset.

The Radio360 system is the most significant investment and change to the radio audience measurement system in Australia since ratings began.

Speaking at CRA’s Audio Unlimited event, chief executive officer Ford Ennals said the new approach would provide more robust and granular listening data for agencies and advertisers and enable a deeper view of the size of the streaming audience.

“We will launch the new radio measurement system from Survey 1 next year in March.  This will be the first iteration of the new hybrid methodology and we will work with GfK to continue to develop and explore further enhancements.

“We also plan to provide additional information on podcast listening by including podcast consumption questions into the lifestyle questionnaire that is part of the diary.  These insights will provide information such as podcasting listening frequency, time of day and other data,” he said.

3AW breakfast presenter Russel Howcroft interviewed GfK Media Measurement Director Deb Hishon and Managing Director Australia and New Zealand, Dr Morten Boyer, at the Audio Unlimited event, which was held in conjunction with Mumbrella Bespoke and attended by radio and media agency representatives.

Ms Hishon said: “We are excited to work with the radio industry on Radio360, a project that has seen extensive data science applied and rigorous testing.  We are using every available measurement tool to ensure the system is designed to future-proof radio audience measurement for the Australian market. GfK’s Radio360 provides users, for the first time ever, the ability to analyse and plan against radio streaming and linear audiences; it also opens the door to new audience insights into listening for an event or specific period, such as the summer period which is not measured under the current system.” 

The CRA conference focused on the transformation and evolution of audio. Other speakers at the event included Nova Network star Joel Creasey, Kyle Sandilands and Kate Langbroek from KIIS and Abbie Chatfield from the Hit Network.