CRA moves to hybrid radio ratings system with watches, streaming data & e-diaries
Commercial Radio Australia (CRA) and GfK’s commercial radio ratings system is getting an overhaul, moving away from a sole reliance on paper diaries and towards a new, hybrid methodology.
The incoming Radio360 system will include a mix of listeners wearing an electronic watch meter, while paper diaries will begin to be phased out in favour of e-diaries. Live streaming data will also be integrated into the multimillion-dollar system.
The announcement comes almost three years after CRA last publicly trialed smartwatches as part of a potential shake-up to radio measurement.
