Major Regional Markets

Under the master Radio Audience Measurement agreement, GfK conducts surveys in three Major Regional markets; Newcastle, Gold Coast and Canberra. The results of the research will be published after each survey is released to the market. For the 2017 Survey schedule, please click here.

There are 3 major regional surveys released per year. For 80% if the respondents, GfK uses the sticker paper-diary method to collect the ratings information and utilises Household flooding (recruiting diaries to be placed with all people living in the household aged 10 years and over) to recruit the radio sample.

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 IAs. 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.

2014