Making audience surveys more relevant to programmers

Date of publication: June 15, 1997

Abstract:

With increasing numbers of radio stations in all Australian markets resulting in greater levels of competition and more audience volatility, the need to track programme performance with greater accuracy and confidence has become essential. In the past the on-going survey system has been largely directed at sales and marketing. Now it is vital that audience measurement systems are increasingly relevant and useful to programmers as well. This paper examines how ACNielsen McNair has recognised and met this requirement through the collection of additional data within the standard survey system, the development of creative analyses and the addition of ‘value added’ research.

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