The credibility of Sydney's radio ratings system has been challenged for decades. So, as radio markets in the US begin to embrace electronic devices to measure audience numbers, expect renewed pressure on the radio industry here.
Fifteen years ago the Australian TV industry introduced an electronic measuring system, yet the radio industry still relies on the memory (and honesty) of householders to tick a box manually on a paper spreadsheet to record their listening habits.
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In a couple of months, Warner's group will call for tenders for a new three-year ratings contract, worth about $20 million. Nielsen Media Research's current contract is due to expire at the end of next year. Warner says electronic measuring will be high on the agenda. Arbitron is expected to pitch its meters; another international market research company, Ipsos, is pushing the SmartPhone; and Nielsen is working on a third option, yet to be unveiled. [ MORE ]
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