Radio research from 2017 with a newly designed measurement system

Mediapulse has opted for GfK for the future recording of radio usage in Switzerland.This fall, the measurement system for radio usage in Switzerland celebrated an anniversary: radio reach has been recorded in all parts of the country for 5,000 days using the Mediawatch meter. Over ten years in use - another reason for Mediapulse to take a close look at the future of radio research. Is Mediawatch also the measurement system for the coming years? Together with customers, a thorough evaluation of the needs of the radio market began in 2013. At several events, the Swiss radio scene was able to formulate its expectations for the radio research of the future and gain an insight into the research approaches of other countries, revealing that the market has clear ideas about radio measurement. For example, it was stated as a prerequisite that radio stations from abroad should also be measured in order to fully reflect the market.New GfK measuring system impressesThe cornerstones for the future recording of radio usage in Switzerland were thus set. Mediapulse drew up detailed specifications based on the expectations and requirements formulated. The catalog comprises around 120 criteria, which served as the basis for planning radio research from 2017. As part of a request for information, three providers of measurement systems then presented their ideas for implementation, and the comparison of specifications and measurement solutions showed that one system clearly best meets the market's formulated requirements: the newly designed measurement system from GfK. Alternative systems offer neither cost savings nor decisive additional benefits. GfK will therefore provide the basis for all key figures on radio reach in Switzerland for years to come. This with a Mediawatch measurement system that will be based on new technology from 2017 and thus meet the current challenges of the radio market.GfK brings a wealth of experienceManuel Dähler, Managing Director of Mediapulse, is convinced that GfK is the right long-term partner for radio research: "GfK has a great deal of experience and is also constantly investing in the further development of the measurement system for the Swiss market.""The tests have shown that the Mediawatch measurement system best reflects radio usage. We look forward to continuing our long-standing and trusting collaboration with Mediapulse," says Bettina Hoffmann, responsible for Audience Measurement at GfK Switzerland, commenting on the contract extension. "We are relying on new measurement systems worldwide, including Mediawatch, and are currently putting these on a technologically new, state-of-the-art basis. This enables us to map radio usage even more validly and precisely," adds Stefan Raum, Global Head Audience Measurement & Insights at GfK.