Radio industry to pause survey results due to COVID-19
The performance of individual radio stations and programs will not be available for a large part of this year due to COVID-19.
The commercial radio industry’s peak body, Commercial Radio Australia, noted the field work necessary to gather the results, including in-person interviews and physical diaries, was not practical or safe during the COVID-19 (coronavirus) lockdown.
Photo by Anthony Roberts on Unsplash
Metropolitan radio survey two will still be released as scheduled on 16 April, however survey three (slated for 2 June), four (7 July) and five (25 August) will not.
Thats odd – I thought the market would like to know who people turn to in times like these? Are some players worried??
Sure, fieldwork will be hard, so why not rely more heavily on the online panel?
Speed the rollout of wearables?
COVID-19 is highlighting the Innovation around media… except radio and print, I guess?
It’s absolutely unprofessional to recommend radio on a media plan without proper audience data.
If anyone has radio now on a media plan, ask yourself… Why? What data backs this up? How was this data gathered… So much of this industry is stuck in habitual planning… Get out of your bubble and think!
Yep professionalism and the sanctity of a media schedule is the key question here… not whether its unethical to send someone on minimum wage out door in the middle of a global pandemic (let’s not even talk about the risk to the vulnerable and elderly who might be asked to participate in the survey).
FFS.
No its not ideal that buyers will have to rely on survey 2 for a couple of months but what’s the alternative pull all spend and kill the commercial radio sector?
Spot on risky.
radio and the whole advertising market surely has to wake up! To plan and buy this much money on a data set that is so out dated is unacceptable.
Time to grow up radio.
Let’s not tar and feather the whole industry with the same brush. Some of us worker bees agree and would relish radio being pushed into more frequent audience reporting based on larger online panels (that already exist) and wearable technology (already available).
It would do things, provide more up to date data to buyers and planners as well as cut the overhead… oh wait, there we go… jobs for boys, lets not cut the bloated overheads.