Abstract:

The growth of digital platforms like satellite and cable TV, as well as the internet, has changed listening patterns in the United Kingdom. There has also been an increase in station choice with the launch of 20 national digital only services from the BBC and commercial radio. In addition, established national analogue stations simulcast with improved signals and local analogue services have extended into new areas. Electronic measurement, when widely available, may identify listening between platforms but in the meantime we must use established methodologies like diaries. The National Radio Survey is conducted by Ipsos Media on behalf of RAJAR and provides the 'gold standard' measurement of radio audiences in the United Kingdom. The main survey does not measure audiences by platform, however, this paper shows how new complementary results were provided using re-contact or 'return to sample' surveys. It describes the methodologies used for two recent projects and gives examples of results and differences between listening for three main platforms.