Joan Warner – CEO of Commercial Radio Australia New Enhanced Radio Audience Measurement

Australian Radio - Healthy and Popular

Source: Nielsen Radio Ratings Survey #, 1-8 2013. Total People 10+ Mon-Sun Mid to Mid.

Australians spend around 19hours per week listening to radio

80% (16 hours per week) is to commercial radio

Over 7 million people listen to commercial metro breakfast radio

Commercial radio metropolitan ad revenue for financial year ending June 2013 was up 0.41% in tough economic times

Australian radio broadcasters use all devices and broadcast content across all delivery platforms

Future Proofing Audience Measurement

Australia has a robust world class audience measurement system – surveying 60,000 people a year in eight surveys a year

Research is a valuable tool to sell air time. Advertisers want reliable & consistent radio audience measurement

GfK newly appointed Australian radio audience provider – first change in 66 years extensive experience in Europe

GfK RAM and Service Enhancements from 2014

NEW: E–Diary – Smartphone, Tablet and PC

NEW: Fieldwork Enhancements and Automation

NEW: Radio Audience Insights

NEW: Industry Service and Training

New Radio Audience Insights Through AudienScope

• Consisting of a minimum of 5,000 respondents per year, with quarterly reporting. • Investigate specific radio topics, e.g., drivers and barriers to DAB+ adoption, internet radio consumption, platform usage trends, the role of radio in people’s lifestyle. • Provide the industry with fresh ongoing stories to promote radio. • Include mobile app insights via All In Media. • Be contextualised and anchored to the RAM. • Continue for the entire life of the RAM contract.

• As well as enhancements to the RAM system , CRA has opened up the Radio Analysis Software Market with five providers – L+J, Telmar, Total Exact Solutions, Roy Morgan and GfK.

• Any Gold Standard certified software is permitted to use survey data from 1 January 2014.

• This will allow subscribers to the survey data, such as agencies and networks, to have a choice of software that meets specific requirements.

• 10 years historical data for metro surveys and 5 years for Gold Coast, Canberra and Newcastle for subscribers to those surveys

Gold StandardOpening up the Radio Analysis Software Market

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RADIO RATINGS UPDATE

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• Future-proofing radio audience measurement

• Survey reporting and software

• A new research paradigm for audience measurement

Agenda

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Future-proofing radio audience measurement

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Multi-mode methodology

Recruitment

Data Collection

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80%

The diary

7 days of listening

24 hours per day

Quarter hour ratings

Place of listening

Mode of listening

Lifestyle questionnaire 20%

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Bringing technology into the field

• CAPI tablets to collect the demographic information at the door

• Live management of fieldwork

• Better data quality through automated data entry and validity checks

• Automated survey routing

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Door-to-door pilot study

Objectives• Dynamic recruitment trial, using tablet PCs• Assess smaller paper diary format• Estimate e-diary preference (acceptance and completion)

Approach• 25% of the standard sample size • Sydney and Adelaide markets• Parallel with Survey 5

Results• Faster field adjustments• No data entry of demographics• A4 had fewer respondent errors and faster processing• A5 produced slight drop in TSL• Combined e-diary acceptance and completion was 24%

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Online pilot study

Objectives• Compare response and completion with 2012 pilot• Test online lifestyle questionnaire• Assess ratings data using a 20% e-diary blend

Approach• 20% of the standard sample size • Sydney, Melbourne, Brisbane, Adelaide, Perth• Parallel with Survey 5

Results• Response and completion rates comparable to 2012 pilot• Over 90% lifestyle completion rates in all markets• All key ratings (share, cume, TSL, rank) were stable

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2014 survey methodology

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− 80% of sample, personally placed− 4 attempts to make contact− One person per home (10+)− Birthday selection with 10-24 quota− Mid-week and end of week reminder calls− $1,000 incentive− Personally collected and checked at door

Recruiting the paper diary respondents

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Placing the paper diary in Sydney

Geographic Regions Statistical Areas

North

25.5%West

25.5%

S West

18% South

14.1%

Central/Inner West 16.9%

Interviewing Areas

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− 20% of sample recruited via panels− Placement by postcode in line with

ABS population dispersion− Age/Gender quotas− One person per home (10+)− Individual panel incentive− Daily checking of compliance

Recruiting the online diary respondents

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• In survey for 41 weeks of the year with 8 releases

• Minimum sample size− Sydney and Melbourne – 2,400− Brisbane – 2,000− Adelaide – 1,750− Perth – 1,850

• Survey 1 will be a 6-week new sample

• Survey 1 scheduled for Tuesday, 11 March

2014 survey schedule

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• Lifestyle information about listeners will be available from Survey 1

Insights into your listeners

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Survey reporting and software

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GfK radio ratings on the go!

• Your survey data will be available on your smartphone, tablet, or computer

• Share, Averages, Cumes and TSL for all the standard age groups and dayparts

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The GfK Australia radio website

• The Radio Ratings will have a dedicated page on the GfK website

• Links to… − 2014 Tool Kit− Radio Maps− 2014 Survey Calendar− 2014 GfK Training Schedule− + more

• Radio Ratings Snapshots; available for non subscribers providing access to top line information

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A new research paradigm for audience measurement

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Moving from data to insights

RESEARCH AGENCY CLIENT

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Quarterly reporting

5,000 respondents per year

• Content preferences

• Station loyalty

• DAB+ adoption triggers

• The role of radio in lifestyle

• App usage

• Preferred characteristics of presenters

• Other media consumption

• Profiled by demographics, consumption, platform, location, session, device, headphones

Take a closer look at the ratings with AudienScope

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Word-of-mouth is the most influential factor for DAB+ adoption

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Having a DAB+ tuner in the car is especially

important to people aged under 40

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The most popular place for headphone radio listening is at home

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Advertisements are experienced in their entirety on radio much more than digital, print, outdoor, or cinema

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FINAL PARTING THOUGHT … HOW MANY RADIO-CAPABLE DEVICES WERE SOLD IN 2013?

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9,821,633(up 10%)

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Thank You