ASI Conference 2008: Focus on audience measurement

Audience measurement was the focal point of discussions at the annual ASI European Radio Symposium event, taking place in Lisbon yesterday.

Canada and Norway’s personal meter panel developments were explained, alongside the launch of a joint paper and online survey in the Netherlands.

In Norway the result of using PPM as a trading currency has been phenomenal, with the radio market up 15% in year one and 20% to-date this year.

This gave the conference a chance to consider the UK’s position, which has seen RAJAR pioneer detailed research into the shift from the diary to the personal meter system – something that many other countries observed before investing in themselves.

However, ironically the UK has not made that move – Paul Kennedy, research director at RAJAR, talked about the outcome of the research and RAJAR’s plans for the next three to five years.

Kennedy also indicated that live radio was in a more robust state than many might think if the attitude of recent users of podcast and personal online radio is to be believed.

Analysing the detailed and lengthy PPM survey in the UK, Kennedy concluded: “The UK is different to others – most of the data from the meter tests was accurate but there were some large black holes, particularly around breakfast time.”

Any research survey “relies on the behaviour of the respondents,” he added, pointing out that the joint RAJAR/BARB survey conducted among London respondents had rather met its match – there were no incentives that would make enough difference to the panel’s lifestyle and media savvy habits, which contributed to the device only being worn when it suited them.

“We are still analysing panel backdata but tests have come to an end,” he reported.

Looking ahead, RAJAR is likely to be three-fold – the paper diary will continue but will be supplemented by an online diary, a beta is being run after an interactive process of tests and feedback involving an online community, with results expected early next year.

The third part of the survey will be MIDAS – measurement of internet delivery audio services – which is close to being operated as an on-going panel and will measure all forms of other radio, including podcasts and online radio players.

Reporting on 860 respondents, MIDAS 3 showed that 70% using POR said their live radio habits were unchanged and this increased to 72% of those using podcasts, with 15% saying they now listened to more radio.

For RAJAR, it is a case of “complementing what we already have, not replacing it,” Kennedy said.

asi: www.asi.eu.com/