Commercial Radio & Audio has marked 360 days since Radio 360º “revolutionized radio audience measurement in Australia.” To mark the milestone, it has released new insights made possible by the innovative system.
GfK developed Radio 360º in response to the rapid evolution of audio consumption and to provide agencies and advertisers with a holistic picture of listeners.
“Radio 360º was the first hybrid audience measurement system in the world when we launched it 360 days ago,” said Jo Dick, CRA’s chief commercial officer. “Now, through the combination of surveys, log files, and the MediaWatch wearable technology, advertisers have a more complete picture of listeners — who they are, when they are listening, and if it’s via broadcast or streaming.”
Ciaran Davis, CRA chair and CEO of ARN Media, said Radio 360º continues to succeed. “We know that if brands invest just 11% of their campaign budgets in radio, they can double their effectiveness, and Radio 360 now gives media planners the insights they need to have that impact. There has never been a better time to invest in radio — our audiences keep growing to new record highs, and we are delivering world-leading innovation when it comes to radio measurement,” said Davis.
A more holistic view
Sophie Madden, Media Federation of Australia CEO, said the introduction of Radio 360º had been quick and smooth and offered an improved picture of radio listeners and their habits. “It provides a more holistic view of the volume of digital listening and therefore helps agencies make more informed decisions in spending marketing dollars. In a fast-moving media landscape, constant improvements to how we measure and report are essential, and we look forward to continuing to work with CRA on ongoing methodology enhancements,” said Madden
GfK Media Measurement Director Deb Hishon said the MediaWatch technology offered new insights into audience habits outside the traditional survey periods. “We used MediaWatch data to measure Summer listening and found that 91.1% of daily listeners continued to listen between Dec. 3, 2023 and Jan. 28, 2023, but at a slightly later time of day. The insights that wearable data provides were not available under the previous methodology, and it is fantastic that we can use these to highlight the value of radio further,” Hishon said.
Most recently, the continuous monitoring of MediaWatch data showed a 40% spike in radio listeners during the tragic Bondi Westfield attack on April 13, demonstrating how radio is a critical source of information for the community during significant events.