Audience measurement in Australia has entered a new phase this June, with the release of the first metropolitan radio survey to use a new audience measurement system. Radio 360° is a hybrid measurement system designed to provide accurate, granular information on radio listening across all platforms and devices.
Radio 360° is undergoing a phased launch. Phase one provides total, broadcast and streaming audience figures for each radio station in Adelaide, South Australia; Brisbane, Queensland; Melbourne, Victoria; Perth, Western Australia; and Sydney, New South Wales.
In 2024, Radio 360° will add in podcasting metrics to provide a deduplicated view of radio and podcast audiences. It will also support special reports based on real-time monitoring, allowing stations to measure listening spikes during special events or breaking news.
The first Radio 360° survey results found that nearly 26% of listeners, 3.2 million Australians, streamed commercial radio each week. Listeners spent an average of 4 hours and 24 minutes streaming each week. About a third of commercial DAB+ station listeners tuned in via streaming.
For Radio 360°, GfK integrates data from three different sources: surveys from 50,000 listeners in geographically and demographically representative households across the five metro markets; streaming measurements from station websites, apps and server logs; and information from 2,000 people wearing GfK MediaWatch devices that automatically capture information on radio listening.
This allows GfK to provide deduplicated data on each radio station’s streaming and broadcast listeners, including information on streaming by age groups and day parts. In turn, this provides advertisers deeper audience insights.