This paper describes the findings of a field test in Belgium whereby radio was measured in a unique nation-wide sample using both the standard 7-day diary system and the GfK Eurisko radiometer with the same individuals. Attention is given to critical issues such as respondent compliance, granularity of the listening sequences, volume of listening and audience by daypart. Finally, the voice of the respondent is also heard.
This paper describes the current status of international PPM research activities. During the past year, research organizations have begun to evaluate and operate the PPM technology in their own countries. The details of the recent compliance test in Belgium are presented here. The authors present the status of the BBM's TV measurement panel in Quebec Canada and an overview of research activities in several other countries, including the United Kingdom.
Taylor Nelson Sofres has an in-house tool, the 'Conversion Model', which allows prediction of the evolution of radio audience in the case of future competition. Applied in Belgium to the Dutch radio market for the benefit of the 'VRT' group, the model allowed estimation of the future loss of market share to be sustained by the group. The significance of the model lies not only in the fact that it constitutes an extremely efficient predictor of the future behaviour of the audience, but also in the fact that it allows description of the marketing means to be implemented in order to retain the most vulnerable audience.
Radio is constantly expanding. There are many new outlets for this expansion the commercialisation of radio, shifting from the old public service scenario; the growing trend of localisation and regionalism of radio. But also, differentiating it from other media seeking proximity to audiences; and radio streaming across the Internet with its consequent changes in listener behaviour and attentiveness.