Radio audience measurement in the future. (How) meters can help?
Roger Gane, IPSOS Group, united Kingdom
INTRODUCTION
It is generally recognised that radio is an exceptionally difficult medium when it comes to audience measurement. Perhaps practitioners in other branches of media research may take a different view but we can point to a number of specific challenges with which radio audience measurement has to deal:
- In many markets a wide and increasing choice of services are received.
- As an 'audio only' medium, these are ...