Radio audience measurement in the future. (How) meters can help?

Roger Gane

This paper first reviews the overall nature of audience measurement of radio into which context the potential for a meter based solution can be set.

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 ...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands