Ford Ennals provides update on incoming Radio360 ratings system

This year will see a revamped radio ratings system come into play, and is set to include streaming data. The new system – called Radio360 – will be coming into play from Survey 1 2023, however GfK says that the data won’t be made public until “the first half” of the year.

According to The Australian, the new system will record its data via tracking 50,000 respondents annually, including 2000 Gfk MediaWatches that are used by 400 people in Sydney, Melbourne, Brisbane, Adelaide, and Perth – the five major metro radio markets. 

As it stands, 80% of people use electronic diaries to provide GfK with data, whilst the remaining 20% stick to traditional paper diaries. 

Late last week, CRA CEO Ford Ennals provided the following update to media agencies on the changes to the metro radio surveys for 2023.

“We are pleased to report that preparations for the launch of the new hybrid Radio360 radio audience measurement system are well advanced,” Ennals said. 

“GfK will deliver Survey 1 in the new Radio360 format to the commercial radio industry on 16 March 2023. However, this data will only be released internally to radio networks to enable time for review and staff training.  The Survey 1 results to be released publicly will be based on the existing diary methodology.  

“We expect to confirm readiness for media agency briefings and the market launch of Radio360 in the first half of 2023. The new hybrid approach to radio ratings drawing on different data sources will allow us to better measure and validate the radio audience and break out the growing reach and influence of radio’s streaming audience. We look forward to sharing the results with you soon.”

See Also: CRA: Metropolitan commercial radio ad revenue grew 5% in 2022