A change in radio ratings measurement, putting New Zealand in line with world-class practice as in Britain and Australia (and 25 other countries), is being applied - involving a new e-diary, aimed at younger listeners.
NZME's announcement last week that it would fund a survey across the country's radio stations came after the industry's ratings system was previously put on hold, leaving advertisers and industry observers able to work only with figures from last October.
Assessing who is listening to what stations and when they do so is a vital part of the industry - but radio, like all media, has been subject to vast changes in a short time. That's why NZME has taken the lead not only in funding a new survey but also in bringing it more into line with world's best practice.
That involves a new e-diary, forming a significant portion of the survey result and specifically targeted at better measuring the listening habits of young people. Previously, the ratings system was measured completely through a paper-based diary system where respondents were given a diary and asked to fill in 15-minute slots to show what radio they listened to during the day.
It reflects the rapidly shifting face of listenership at a time when wide-ranging and ever-evolving change is affecting radio as much as any other medium. The endemic use of smartphones means a world of entertainment and information choices goes with people everywhere on their phones - plus all the digital media streaming into computers and TV, as well as "traditional" media channels.
Consumers have many more decisions to make on what to listen to, read, watch, and keep - and when, where and how they do so.
One vital measure in keeping up with such fast and fragmented change has been the addition of e-diaries, used in Britain and Australia.
Jerry Hill, CEO of RAJAR, the UK radio industry body that measures the listening habits of 47 million people annually, recently said: "The radio industry is comparatively well placed, having adapted throughout the recent period of rapid change.
"All the main legacy media measurement systems have been exposed to some degree of disruption caused by new platforms - something that radio has largely been able to avoid, as its methodology measures what goes into people's ears, not a specific technology."
Joan Warner, CEO of Commercial Radio Australia, says: "The diary methodology is world-class and is the global currency except in a very small number of markets. Meters are three times as expensive and have their own issues and result in a much smaller number of people in the sample. The fact radio is anywhere, anytime, means one methodology is not likely to catch all listening in the future - which is why we have added an e-diary."
Managing Director of NZME. Radio, Dean Buchanan, says the paper-based system generally asked people to work from recall, filling in their listening habits over 15-minute slots, while the e-diary would help cater for those who lived more of their daily lives online.
"Paper is still the long-term standard. It also provides stability and a benchmark against which to assess progress of the evolution to online," he says. "But online diary-keeping is proving popular with respondents, as so much of life is now digital. They find it convenient and enjoyable to keep track of their radio listening on a computer, tablet or smartphone - especially younger age-groups, for whom filling out a traditional diary is almost prehistoric."
"Historically, measuring radio listening habits has always been a challenge and now even more so, with the complexities of media diversity.
"The issues are universal, the debate robust - but we are moving closer to accepted global best practice in the industry with this change.
"We will keep consulting with the industry to evolve this - but we believe it is important that we are not asking people to work with out-of-date data."
Other survey device options could include something similar to a pager, wristwatches, and more recently, a smartphone app - but the high cost of a large enough sample size, consistent with existing standards, rules that out . Phone interviews asking respondents about their last 24 hours of listening is cost-efficient - but lower landline penetration and call-blocking makes random calling more difficult.
Buchanan says: "The key advantage for advertisers is not only the modernisation of data collection with the innovation of e-diaries but also the benefit of up-to-date data that advertisers can trend and rely on - while the industry continues to explore alternative options."
In addition NZME. has also announced a new initiative with internationally renowned information and insights company Nielsen. They will conduct rolling research studies with consumers, using mobile technology across multiple platforms to provide advertisers with rich attitudinal, behavioural and social data. That will allow the merging of data across multiple channels, providing a holistic audience view, with regular updates for advertisers.
Eriks is an Adelaide-based Kiwi, managing director of media research specialist Third Wave Media. He has consulted to companies in Australia, SE Asia, Europe, UK and Ireland and is research & strategy consultant to NZME. Radio.