Radio research from 2017 with new measurement system
Mediapulse has extended its contract with GfK Switzerland for radio research, effective in 2017. Of all the available radio audience measurement methods, the redesigned Mediawatch measurement system ideally meets the needs of the Swiss market.
This fall, the measurement system for radio usage in Switzerland celebrated an anniversary: For 5,000 days, radio reach in all parts of the country has been recorded with the Mediawatch dial indicator. More than ten years in use - for Mediapulse also a reason to take a close look at the future of radio research. Together with its clients, Mediapulse began an evaluation of the needs in the radio market in 2013. At several events, the Swiss radio scene was able to formulate its expectations for radio research in the future and gain insight into the research approaches of other countries. It became apparent 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 represent the market.
From the formulated expectations and needs, Mediapulse drew up a detailed set of specifications. The catalog comprises around 120 criteria, which served as the basis for planning radio research from 2017. Subsequently, three measurement system providers presented their ideas for implementation as part of a "Request for Information".
The comparison of specifications and measurement solutions showed that one system clearly best meets the formulated requirements of the market: the newly designed measurement system from GfK. Alternative systems bring neither cost savings nor decisive additional benefits, Mediapulse said in a statement on Thursday. GfK will thus provide the basis for all key figures on radio reach in Switzerland for another few years. This will be done with a Mediawatch measurement system, which will be based on new technology from 2017.
