GfK Praha Releases Radiocontrol Test Results

Michael Hedges October 6, 2004

GfK Praha presented the results of tests of the Radiocontrol electronic audience measurement system to Czech media groups in late September.

The Prague test was the first conducted in central and eastern Europe. GfK Praha organized the multi-phase test for radio and television broadcasters to determine if the portable meter could be an alternative to the diary survey for radio and as an add-on to the set-top meters used to measure television, offering the possibility of capturing out of home viewing. The tests were conducted between April and July.

Results and conclusions were given to Czech broadcasters and advertising representatives September 20th. Comparisons were drawn between the Media Projkt diary-based survey and figures from the electronic meter.

Test results showed similar weekly reach estimates for overall radio listening and lower daily reach estimates from the meter. Time spent listening estimates from the metered survey were about one-third lower than diary survey estimates. GfK Praha researchers assess listener loyalty in terms of time spent listening.

Comparisons between diary and metered surveys suggest that the diary surveys may exaggerate daytime listening levels as much as 50% and under-report exposure to individual stations by more than 50%. Average time spent listening estimated by the metered survey was 90 minutes to 3.9 stations, compared with 161 minutes to 1.6 stations estimated with the diary survey.

Czech broadcasters will meet again with GfK Praha in November to discuss the potential for implementing portable metered measurement for radio and television.