Radio Survey T2 Commentary

The twice yearly radio audience measurement surveys are now out. Perhaps the most widely discussed issue in radio audience research, not just in New Zealand, but around the world, is the reliability of the ‘hard copy’ diary. Emerging technologies such as personal people meters and ‘quite smart’ phones are still being talked about but the hard copy diary remains. As of late 2006, paper diaries remain the currency in all major radio markets including the U.S, U.K and Australia.

Basically - each survey is required to collect a minimum sample of 12,000 radio listeners. A diary is pre-printed with all known radio stations within a listed region, with the twenty four hours of each day divided into quarter hours. Diaries are placed, in person, in randomly selected households (excluding those who work in radio) with anyone over 10 years of age who is willing to record their radio listening for a week. Over the week the respondent is requested to indicate the radio station listened to for each period of 8 minutes or more or each quarter hour.

The topline results* this round are below. Should you wish to know results for your particular demographic please contact your media planner:

Initial Top Line Results: National

• Overall a stable survey result for radio with Time Spent Listening (TSL) and Cume audiences remaining consistent within the last 12mths with National radio delivering 2.21 million listeners per week.
  
• Interesting to note was that TSL has also increased in a somewhat fickle demographic known as the ‘iPod generation’ (All People 18-34), up 20mins to 17hr 37mins per week.

National Breakfast

• The top ranked station is Newstalk ZB* – although Classic Hits and Radio Live have both increased their Breakfast Station Share significantly.
  
• Newstalk ZB also maintains its status as the most listened to breakfast show in New Zealand (All People 10+ Cume Audience).

Auckland

• Newstalk ZB remains the Number 1 station in Auckland*.
• Interestingly “Other”** came in at no.2 indicating just how fragmented the Auckland market is.
• Huge growth for Mai FM in this market - becoming the highest All People 18-34 Cume Audience 70,400. The Rock is still the Number 1 Youth brand (All People 18-34).
  

Wellington

• A positive survey for the Wellington market - more people are listening longer.
• The battle for Number 1 Station in Wellington remained tight, with ZM just managing to hang on to the No. 1 spot from The Breeze No.2 and Newstalk No.3.
• The Breeze more than doubled its Station Share against All People 18-34, moving it into third place within this competitive demographic.
• Strong growth for The Rock, which increased both Station Share and Cume Audience against all 4 of the main demographic groups.

Initial Top Line Results: Christchurch

• Newstalk ZB is now the Number 1 Station in Christchurch*, the Rock is Number 2, followed by More FM.
• Against All People 18-34 The Rock continues to dominate followed by The Edge then More FM and ZM
• More FM reclaimed its Number 1 position against All People 25-54
  

Now the survey results are out the various radio stations will be singing their praises and many rightly so. Your Carat media planner are the impartial experts in this area and are always on hand to analyse the results and make full recommendations to best meet your business needs and specific target markets.


*Based on All People 10+share, Mon –Sun 6am–12mn unless specified otherwise
** “Other” defined as all other non surveyed stations in the Auckland market

Thanks to Joleen Salisbury - Client Service Manager, Carat Wellington