Radio audience measurement. Continuity or probability models

Steve Wilcox

This paper reports on an investigation of the relative performance of one, two and four week diaries for radio audience measurement.

Radio audience measurement. Continuity or probability models

Steve Wilcox RSMB Television Research Ltd, United Kingdom

INTRODUCTION

The widely accepted standard for the measurement of television audiences is with continuous panels and usually an electronic meter system. This is particularly appropriate for high penetration channels, providing a time, date and schedule specific measurement of the audience. A panel also provides the opportunity to track each individual's behaviour over an extended period of time.

In the more fragmented radio market there is less need for a detailed measurement of the audience but a greater need for large sample bases. The RAJAR...

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