Mumbrellacast Interview: CRA’s Joan Warner & GfK’s Dr Morten Boyer detail the radio ratings shakeup

Commercial Radio Australia (CRA) announced this week that it will adopt a new, hybrid methodology when it comes to measuring radio audiences, with a reliance on paper diaries finally coming to an end.

CRA has worked with ratings data provider GfK on a new Radio360 system, which will include a mix of listeners wearing an electronic watch meter, as well as e-diaries, with paper diaries to be slowly phased out. Live streaming data will also be integrated into the multimillion-dollar system from 2022.

Joining the Mumbrellacast to chat about the overhaul, CRA chief executive officer, Joan Warner, admits that it’s a long-overdue update. “Since 1947, there’s been very little change,” she says, wryly. “It was very, very pleasing to get to the point where we could actually say to people: ‘Hey we’ve done a number of years’ work and decided how to move forward’.”