AudienceDialogue.net
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About AudienceDialogue.net
Former domain of a consultancy firm, whose specialty was media research in the broadest sense covering evaluation, marketing, and futures assessment.
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Audience measurement: radio
Unlike television audience surveys (which mostly use peoplemeters these days, even in developing countries, radio audiences are still measured with diaries. Some large audience measurement companies, such as one in Switzerland, have been developing wristwatch-like meters for measuring radio audiences, but as far as I know these are not yet being used anywhere in the world for real surveys.
Radio diary formats
Around the world, the most common type of radio listening diary runs for one week, and is filled in by one person. Usually there's one page opening for each day, with quarter-hour units down the page, and one column for each station. When there aren't very many radio stations in the area being surveyed - less than about 10 stations - the station name is usually printed at the head of each column. To indicate listening to a station during most of one quarter hour, the respondent just ticks box for one station (choosing the appropriate column) on one quarter-hour (choosing the appropriate row on the page).
When there are many radio stations in the area, a common method is to use a system that I understand was first developed in Canada. Each diary comes with a set of stickers, and each sticker has a station name on it. If it's a 7-day diary, there are 7 stickers for each station in the area. When the interviewer is explaining the diary to the respondent, she (the interviewer) asks him (the respondent) which radio stations he normally listens to, finds the stickers for those stations, and sticks them in the blank column headings for each day of the diary. The respondent is asked, if he listens to any other stations during the week, to stick the sticker for that station at the head of a spare column.
Time units in radio diaries
In rich countries, the unit of time in a radio diary is usually a quarter-hour. In poor countries, where people are in less of a rush (and often don't have clocks) the time units can be longer. When doing a survey in Ethiopia, I discovered that few households had clocks or watches, and that the times of day had names instead of numbers: there were 13 named times of day, so we produced a diary with a time-name in each row. The problem with using longer time-period is that if people listen to a station for less than half the period, what do they show in the diary? Theoretically, to avoid overstating average audiences, they should leave a space blank unless they listen for more than half the time period. In practice, they don't seem to do that, and this overstates the audiences for stations that people listen to for short periods - e.g. when tuning in only for a news bulletin.
Defining radio listening
One problem with radio diaries is the definition of "listening". At one extreme, "listening" can mean doing nothing but listen to radio, paying very close attention such as if they are listening to a favorite emcee or language learning program.
At the other extreme, a radio might be audible in the background. Obviously the latter method will produce a much longer duration of average radio listening than the former method. For example, the regular Australian radio diary surveys measured an overall average listening duration of about 3 hours a day, using a definition of "being in the same room as a radio that was audible". But when the government did a time-budget survey, asking people to keep a diary of how they spent all their time during a week, the average time spent listening to radio turned out to be about 10 minutes a week. Naturally, this low figure did not please the commercial radio industry, because the longer the apparent time spent listening, the more able commercial radio is to attract advertising away from television and print media.
When I read the time-budget survey report closely, I found that the definition being used for radio listening (as for everything else in the report) was of primary activity. That is, people spent about 10 minutes a day listening to radio as their primary activity. The rest of the time (the other 2 hours and 50 minutes) they were mainly doing something else, but also had a radio going in the background. In other words, changing the definition made the audience seem 18 times larger. So don't let anybody try to tell you that definitions don't matter!
Thinking of the practicalities of filling in a diary, most people are not going to keep the diary with them constantly and fill it in every quarter-hour. They are more likely to fill it in once or twice a day. That means they will need to remember the times when they listened, and the stations they listened to at those times. This is much easier and more accurate with a loose definition (such as "being in the same room as an audible radio") than with a tight one ("such as doing nothing else but listen to radio"). So for this reason - and also due to pressure from client radio stations to make their audiences seem large - the normal definition of listening is the loose one: being in the same room (or car, etc.) as a radio that the respondent can hear.