GfK To Measure Radio Audiences Over Christmas Period
GfK Media is to publish radio listening figures for the Christmas and New Year period for the first time as part of its National Broadcast Survey.
The survey, which is backed by Kelvin MacKenzie’s Wireless Group, will cover the whole of the fourth quarter, but will look specifically at the three weeks from 15 December to 4 January 2004.
The results generated by the electronic measurement system will be published at the end of January, at around the same time as RAJAR publishes its officially sanctioned listening figures for the final quarter of 2004.
According to GfK, this is the first time that audience figures for the festive period have been published. The research company claims that RAJAR does not report listening for two weeks over Christmas because it believes people are to busy to fill in its diaries.
Nick North, director of GfK Media, said: “Now, because wearing a watch is such a simple task and can be done throughout the Christmas period, radio will have a chance to showcase its talent over Christmas in the same way as television does.”
He added: “It means advertisers will see for the first time how radio audiences behave during the period – whether people are driving to visit relatives, attending Boxing Day sports fixtures or just enjoying Christmas programming with their families at home.”
Earlier this month The Wireless Group welcomed news that Transport For London is to become the first major radio advertiser to use the GfK’s wristwatch audience measurement system to plan a campaign.
It is understood that the public sector transport group will test GfK’s fledgling Broadcast Media Survey against officially sanctioned RAJAR data for planning an extensive road safety campaign on London radio(see Major Radio Advertiser To Test GfK Survey Against RAJAR).
Kelvin MacKenzie recently revealed that he will make one final attempt to persuade RAJAR to endorse the electronic measurement of radio audiences before he begins legal proceedings against the research body (see Major Radio Advertiser To Test GfK Survey Against RAJAR).
GfK: 0870 603 8339 www.gfk.com
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