![CRA marks 360 days of “revolutionary” audience measurement](https://RedtechPro.b-cdn.net/wp-content/uploads/2023/06/CRA-Radio-360-degrees-850x560.png)
Commercial Radio & Audio has marked 360 days since Radio 360ยบ “revolutionized radio audience measurement in Australia.” To mark the milestone, it has released new insights made possible by the innovative system.ย
GfK developed Radio 360ยบ in response to the rapid evolution of audio consumption and to provide agencies and advertisers with a holistic picture of listeners.ย
โRadio 360ยบ was the first hybrid audience measurement system in the world when we launched it 360 days ago,โ saidย Jo Dick, CRAโs chief commercial officer. โNow, through the combination of surveys, log files, and theย MediaWatchย wearable technology, advertisers have a more complete picture of listeners โ who they are, when they are listening, and if itโs via broadcast or streaming.โ
Ciaran Davis, CRA chair and CEO ofย ARN Media, said Radio 360ยบ continues to succeed.ย โWe know that if brands invest justย 11%ย 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 โ our audiences keep growing to new record highs, and we are delivering world-leading innovation when it comes to radio measurement,โ said Davis.ย ย
A more holistic view
Sophie Madden, Media Federation of Australia CEO, said the introduction of Radio 360ยบ had been quick and smooth and offered an improved picture of radio listeners and their habits. โIt 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 improvementsย to how weย measureย and report are essential, and we look forward toย continuing to work with CRA on ongoing methodology enhancements,โ said Madden
GfK Media Measurement Directorย Deb Hishonย said theย MediaWatchย technology offered new insights into audience habits outside the traditional survey periods. โWe usedย MediaWatchย data to measureย Summer listeningย 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,โย Hishon said.
Most recently, the continuous monitoring ofย MediaWatchย data showed a 40% spike in radio listeners during the tragicย Bondi Westfield attackย on April 13, demonstrating how radio is a critical source of information for the community during significant events.