GfK’s plan to overcome electronic ratings systems’ ‘incomplete level of listening’
During the following talk from 2017’s Radio Alive Conference, Morten Boyer – GfK’s head of media and entertainment APAC – discusses the evolving ways Australia’s radio ratings are being calculated.
Radio ratings boss Morten Boyer has admitted all electronic rating methods “provide an incomplete level of listening”, but that GfK is working on an extensive five year plan to remedy these inconsistencies.
The German-headquartered global research company had its contract to carry out Commercial Radio Australia’s rating surveys extended for another five years in August after winning the tender in 2014.
At the time of the contract renewal, the company and CRA flagged they were experimenting with smartphones and apps as ways to improve audience measurements.
Looks like the lunchtime debate amply showed that the speaker knew what he was talking about from his evidenced based approach.
The same can not be said about some of the comments from the floor. What if the ‘Re-think’ shows that popular alternatives espoused by fringe players don’t cut it (as has been found)?
Anyways I look forward to these digerati and their thoughts about something like Facebook reaching 140+% of a target demographic. Gotcha – doesn’t involve recall so it just has to be right. Now THAT is … how was it phrased … total fucking bullshit.