Comparison of two radio diary methodologies

This paper describes the results of a parallel test of two methods of collecting radio tuning data with different diary designs.

Comparison of two radio diary methodologies

Eva Tolkunow BBM Bureau of Measurement

INTRODUCTION

BBM Bureau of Measurement is a Canadian, tripartite, co-operative organization that provides radio and television audience ratings data to its members. Canada has a unique geography: it is large in area (5,514 km from west to east and 4,634 km from south to north), but more than 85% of Canadians live within a 300 kilometer strip along the border of Canada and the United States.1This creates a very long and narrow geography which makes national radio network broadcasting a challenge. Because of this, most...

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