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Campaign Brief (AUS/NZ) Online.
Campaign Brief Magazine : CBNAT SEPTEMBER 2013
RADIO CAMPAIGNBRIEF SEPTEMBER/OCTOBER 2013 An e-diary for computers, tablets and mobile phones, synchronised across the internet and compatible with all operating systems is a key element in the mobile data capture and online recruitment and data capture. GfK has been conducting parallel pilot testing to ensure currency con- tinuity whilst introducing a multi- mode approach to data collection. Initial info on these trials and other features of the GfK system will form the basis of the conference presentation to industry insiders. From the first radio survey in 2014 there will be a minimum of 20% of survey participants recruit- ed online and completing an e- diary. This percentage will be close- ly monitored with the aim of reviewing and possibly increasing the percentage for year two. Also included is real-time management and monitoring of the personal placement of diaries to ensure that population potentials for difficult to reach youth demographics are closely reflected in the sample. Says Chief executive officer of Commercial Radio Australia, Ms Joan Warner: "Australia already has one of the most robust and reliable radio audience measurement sys- tems in the world and the new part- nership with GfK will bring even further improvements to this world class system." GfK is not new to market research or radio audience measurement, having extensive international expe- rience and a reputation for research excellence. GfK will utilise their worldwide expertise and work closely with the industry to conduct leading edge and innovative trials of electronic devices in the first two years of the contract. The aim is to integrate the best and latest form of electronic measurement into the radio audience measurement suite of tools by the end of the first three year term. GfK will also launch a new radio audience behaviour panel which will go beyond the surveys and examine key issues for the radio and media industries including con- sumption of radio via the internet, platform usage trends, the role of radio in people's lives, mobile and headphone listening. This panel will be made up of 5,000 respon- dents per year with quarterly reporting of key insights. In addition to the GfK com- mencement, CRA has introduced the Gold Standard for radio analy- sis software, allowing agencies and other users access to use familiar software that has been Gold Standard certified. Following the National Radio Conference, Gfk would provide training on the new system and GfK and CRA will offer compre- hensive briefings to agencies and advertisers on the new survey New audience measurement system for radio settostart January 1st The radio industry begins a new radio audience measurement system on 1 January, 2014 with GfK commencing as the new service provider. Delegates at the upcoming National Radio Conference in Brisbane on 11 October will be provided with a special GfK industry presentation detailing the changes to the new system. While a changing media landscape, pulled the financial figures of some other traditional media down, radio performed well and attracted $683.498m in advertising -- up 0.41% compared with 2011-12. In figures sourced by Deloitte, Perth showed the greatest increase, up 4.36% to $94.701m; Melbourne grew by 1.28% to $207.495m; Sydney by 0.02% to $209.962m; Adelaide fell 2.11% to $64.153m and Brisbane fell 2.22% to $107.187m. Chief executive officer of Commercial Radio Australia, Joan Warner said the results highlight radio's resilience in an unpre- dictable economic market and in the face of fluctuating business and consumer confidence. "Radio has a large, loyal and growing audience. It remains an integral part of everyday life, and new technology is allowing content to be consumed across a range of platforms," Ms Warner said. The Deloitte figures report actual revenue received by metropolitan commercial radio stations for the calendar month and include all metro agency and direct revenue. Commercial Economic Advisory Service of Australia (CEASA) fig- ures for the 2012 calendar year show the combine revenue of met- ropolitan and regional radio was up by 0.4%. The CESEA report ending December 2012 showed radio's total share of Advertising by Media also up in 2012 to 7.6%. "Advertisers know of the deep, personal connection listeners expe- rience with radio, making it unique, even in today's increasingly com- petitive media landscape. The industry is adapting to shifting mar- ket conditions and this is reflected in our revenue figures," Ms Warner said." Radioadrevenue continuestogrowinshifting media landscape Five months of consecutive growth propelled commercial radio advertising revenue in metropolitan markets to a positive result for the 2012-13 financial year. methodology and the progress of pilot tests. GfK operates radio ratings, including an electronic diary, in several countries overseas including the Netherlands and Germany. Gary Lamb, managing director of GfK said: "GfK is thrilled to be working with CRA to future-proof radio audience measurement by bringing exciting innovations to recruitment and data-collection techniques, new software for data analysis and advertising optimisa- tion, and fresh perspectives on lis- tening behaviour." The new ratings system will include: • eight surveys a year in Sydney, Melbourne, Brisbane, Adelaide and Perth as well as three surveys a year in Newcastle and the Gold Coast, two a year in Canberra and addi- tional markets such as Wollongong and Central Coast (NSW); • real time management of field- work information to ensure quotas for difficult to reach demographics are met to deliver representative sample composition; • proven and tested online and e- diary system used internationally; • parallel trials throughout 2013 to ensure validity and reliability of new data capture methods; • the establishment of the Gold Standard for radio analysis software allowing for certification of software used for radio audience measure- ment reporting; • a 24-hour diary system that will, initially, include 20% online recruitment and data capture; • formation of a 5000 member panel to track audience behaviour; • testing of electronic measure- ment in the first two years of the contract.
Campaign Brief May-June 2013
CBNAT NOV-DEC 2013