Surveys


Metro and Major Regional

GfK is the provider of Radio Audience Measurement in Australia across the five metropolitan markets; Sydney, Melbourne, Brisbane, Adelaide and Perth plus Newcastle, Canberra and Gold Coast with over 60,000 people surveyed each year. For the 2017 Survey schedule, please click here.

There are 8 metropolitan surveys released per year. For 80% of the respondents, GfK uses the sticker paper-diary method to collect the ratings information and utilises Single Person Placement (recruiting one person aged 10 years and over per household) to recruit the radio sample using the Last Birthday Method (i.e the person identified in the home that has had the most recent birthday) for metropolitan markets. Household flooding is used for Canberra, Gold Coast and Newcastle.

Recruitment of respondents to complete the e-diary is undertaken using online research panels. E-diary respondents make-up 20% of the radio ratings sample. Using this method of recruitment allows the pre-screening selection of respondents to reflect the spread of population by age and gender and geographic area within each market.

Radio diary participants are geographically selected in proportion to the distribution of the population. Each market is split into geographic regions and sub-regions dubbed statistical areas (SA1). Each SA1 is split further into interviewing areas (IA's).

Homes are then statistically selected and approached within these IA's. A "single source lifestyle questionnaire" is enclosed in the diary. The diary contains relevant lifestyle and purchasing habits/intentions relating to the household. Each person selected is required to record their radio listening in the diary for one seven-day period from Sunday through to Saturday.The completed diaries are processed to produce data relating to an average week of the survey period.

For a detailed insight, view GfK's Future-Proofing Radio Audience Measurement clip.

Regional

In 2013 Commercial Radio Australia enlisted Xtra Insights to conduct the initial regional radio audience measurement trials, which were used to establish the new regional radio survey model for other regional markets (separate to Canberra, Gold Coast and Newcastle).

Following the success of those trials the Computer Assisted Telephone Interviewing (CATI) system is now the approved methodology for Regional Radio Audience Measurement Surveys (RRAMS). CRA appointed Xtra Insights as the sole provider of regional radio surveys as of January 2016.

To ensure the accuracy of survey results, Xtra Insights processes are audited by and independent auditor who has free and unrestricted access to all field documents and office procedures.

All survey areas are based on the ACMA RA1 license areas. These licenses are verified with CRA’s own license area profiles. Population potentials are determined based on license maps overlaid with population data from the Australian Bureau of Statistics.

  • Unlike the results from the eight metropolitan markets, the RRAMS are based on a Station Listened To Most and not Share %. This is because RRAMS data is not collected by quarter hour
  • Station Listened To Most is a % of people who listened most to each station in the daypart
  • Cume % is the percentage of the available audience that listened to each station in the daypart
  • Cume 00s is the reach number, in hundreds, of people who listened to each station in the daypart
  • All Cume/Reach statistics are based on a weekly (7 day) period
  • Exclusive Audience % and 00s – listeners who only listened to a single station in the daypart.
As of October 2017, 61 regional surveys have been completed, covering 43 different markets.
 
For more information, please contact Leo Hronsky at leo.hronsky@commercialradio.com.au or 02 9281 6577.