One of the country's two big radio companies has decided to pay the entire cost of an independent audience survey for the market to ensure advertisers have up to date ratings.
NZME. Radio, part of the same company which publishes the Herald, has engaged TNS, which has conducted the radio industry's surveys for more than 20 years to do the next study. This replaces the industry-funded February-March survey cancelled by the Radio Broadcasters' Association late last year.
The managing director of NZME. Radio, Dean Buchanan, said advertisers deserved relevant and current data on radio audiences and using TNZ would ensure impartiality.
"For the first time in New Zealand, TNS will introduce a mexed methodology survey including an online sample with e-diaries," as used in Australia and Britain.
TNS said the survey would be to world-best standards and independence, irrespective of the unilateral funding by NZME.
