Changes to GfK radio ratings must not be ‘led by opinion’: Video
During the following talk from 2018’s Radio Alive Conference, GfK’s managing director Morten Boyer discusses Australia’s evolving radio ratings.
Market research company GfK is ensuring it is “not led by opinion” as it begins to rethink how Australia’s radio ratings are measured. The GfK method currently uses a diary-based system, which has previously been criticised for its over-reliance on participants’ memory.
Morten Boyer, managing director at GfK, asks the audience at this year’s Radio Alive Conference: “How would you do it? How would you all go about designing such a measurement system?
“The problem with opinions is they can be very subjective… We want to be sure that wherever possible, we are not led by opinion, but we are taking a more scientific approach and following the principles of the scientific method.”
Sounds like he is covering for an industry that absolutely does not want more robust measurement. Diaries suit radio stations just fine because it preserves their revenue. More advanced, passive radio measurement is absolutely feasible and has been done in other markets, but will lower audiences.