Because iTunes was meant to be the beginning of the end for radio, wasn’t it?
As it stands, that doesn’t seem to be the case. Even as listening platforms proliferate and audiences fragment - and iTunes collapses under its own weight - radio persists.
Which might be putting it a little too mildly. Despite its challenges – and perhaps even despite a popular opinion of the contrary – radio is doing okay. More than okay, actually.
In fact, around 80 percent of people listen to their favourite radio stations - in their car, on their computer and on AM and FM frequencies - in any given week. For more listenership numbers, check out the latest Radio Survey results to be published on StopPress on Friday.
But for such a pervasive, modern medium, radio still carries something of a low-fi stigma. AM, FM, and what about those pencil and paper-based listener diaries? No wonder radio has a reputation for fuzzy listener numbers and convoluted measuring processes.
“It’s a fair perception,” says Peter Richardson, general manager at The Radio Bureau. “You hear the word ‘diary’ and you think the worst.”
Luckily reputation isn't necessarily reality. The fact is, the radio industry takes its measurement processes deadly seriously. And while those pen-and-paper-based systems might look old-fashioned, they belie a robust, cross-platform reporting project that does well measuring the seemingly unmeasurable.
“The reason the process is so hard is that you’re not measuring devices, you’re measuring people,” says Jana Rangooni, CEO at the Radio Broadcasters Association.
“There are so many ways you can consume radio, it’s very unlikely that one methodology will ever be able to capture everything, so it’s about asking: how can we bring together all these different data sources?”
“The challenge with radio audience measurement has always been the fact that radio is so portable and ubiquitous,” says Deb Hishon, media measurement director for ANZ at market research company GfK.
“Unlike television, where traditionally a metre was applied to a fixed set in people’s homes, it simply isn’t possible to attach a metre to all the radios – or all the possible listening platforms – that a respondent may use, which is why we are looking at a hybrid solution.”
Announced by the Australian radio industry at the end of 2018, the radio listenership super pilot project is a global first in terms of both scale and scope, as the industry moves to find new ways to collect increasingly disparate radio listening behaviours.
The new multi-pronged measuring system will involve thousands of respondents and combines traditional survey methods, as well as bringing in electronic metering and streaming data.
“Each respondent will be required to wear the GfK Watch, install the GfK App to their smartphone and complete a radio diary,” Hishon says. “During the same period of time we will be collecting streaming data from the Australian radio stations websites, players and apps using GfK’s tagging technology.”
The digital data is collected using GfK’s Sensic tag which is embedded into the website and the player and informs GfK when a person visits the website and when they start and stop listening to a radio station online.
“Ultimately this will give us a very rich data set that will then be used to develop a hybrid model that may be used for radio audience measurement going forward. Having this rich data will also provide the GfK the opportunity to design a hybrid system for other countries that will suit their own unique needs and requirements.”