RBA chief executive Bill Francis. File photo / Paul Estcourt
The Radio Broadcasters Association has announced research company GfK will be the new provider for the commercial radio survey from 2016.
RBA chief executive Bill Francis said a review showed an overwhelming demand for more continuous research, regular reporting and changes to the methodology.
Rampant fragmentation of audiences and the
convergence of the radio, television print and online sectors is forcing media companies and advertisers to rethink audience research. The two trends are forcing them and audience research companies to find ways to track the movement across platforms.
New Zealand commercial media are working on changes that provide better information for advertisers.
That includes the shift from traditional media, which still provides the lion's share of revenue, to digital and the hard to follow movement between different devices.
