Abstract:

This paper first reviews the overall nature of audience measurement of radio into which context the potential for a meter based solution can be set. It considers the nature of task that radio research faces, identifies the different sources of ‘error’ and considers how well radio does relative to other forms of research, and particularly TV audience measurement. It goes on to identify the required key characteristics of radio meter equipment. It then focuses on the more important issues in some detail and in particular outlines the alternative meter development strategies currently being pursued, in terms of both station identification technique and survey design implications. Whilst the paper suggests caution in terms of the likely availability of meter based systems for radio and some reservations about their affordability, its conclusion is that at this stage in the development of the radio medium, an improved audience Measurement technique should be pursued with enthusiasm.