Audience survey on hold as radio industry tunes into younger users

Bill Francis says the RBA is assessing data gathering methods used by research firms. Photo / Paul Estcourt

The radio ratings system is on hold as the industry looks for new ways to track who is listening to what stations and when.

A survey for the Auckland, Wellington and Christchurch markets had been scheduled to be held in February and March - one of two ratings collections each year.

This year it has been cancelled while the industry looks at new ways to reflect the changing habits of younger listeners. Radio Broadcasters Association chief executive Bill Francis said the year's second nationwide survey with localised ratings would be held on schedule in August and September.

But for now, audience estimates will be based on results from the survey last October.

Ratings surveys estimate listener numbers and are the basis for how much radio companies can charge advertisers.

The Radio Broadcasters Association's (RBA) contract with researcher TNS lapsed with the October report.

"It's about looking at what methodologies are available from TNS and from other research companies we are talking to," Francis said,

He said the RBA would next week talk to advertisers about the plans for the survey changes.

The RBA is made up largely of MediaWorks and NZME., which dominate the commercial radio sector.

TNS' survey doesn't include Radio New Zealand stations, making it hard to assess the impact of public radio in the commercial markets.

Lindsay Mouat, chief executive of the Association of New Zealand Advertisers, said the cancellation of the survey was "disappointing".

"Audience research is critical to advertisers and their decision where to allocate advertising dollars," Mouat said. "While ANZA always welcomes steps to improve audience research methodology, any delay in the frequency of research is disappointing.

"Those advertising on radio will be looking for this to be resolved as soon as possible so they can have access to up-to-date audience metrics."