Abstract:

This paper presents the results of a new electronic measurement study conducted by GfK in Russia, the first wave conducted in September 2004 and launched on a continuous basis from January 2005. The study was conducted by means of Radiocontrol, GfK's wristwatch-based electronic audience measurement system. The paper covers the practical aspects of bringing such a technology to a market such as Moscow, and addresses country-specific field issues such as placement and instructions to interviewers in order to ensure high compliance rates. Survey results suggest the distribution of radio listening during the day is different to traditionally assumed patterns of listening, if both in-home and out-of-home listening are aggregated. The results also show the size of the traditional in home radio audience and the role radio plays in the busy lives of Moscow's working population. The paper compares the volumes of out-of-home listening in Moscow to the USA and UK, and proposes social and seasonal causes of difference. Though focused on radio measurement, the paper incorporates an analysis of TV viewing, in part as a sense check on the validity of the radio listening results, and also highlighting new evidence of the scale of out-of-home viewing in Moscow.