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ftm Radio Page - week ending July 13, 2018

Digital platforms scramble the measurement
chicken or egg

Digital transition has posed big challenges for those engaged in various measurement activities. Simply interviewing people, in person or otherwise, may or may not capture real media usage. Online surveys have obvious drawbacks. Media buyers are the main client for this data. They have an insatiable desire for more data. Zillions of data points from cookies, bots and other means have only made them ravenous. Media researchers have jumped into this bacchanalia.

Switzerland’s media measurement institute Mediapulse released its semi-annual radio audience estimates. The results, they warned, cannot be compared to previous results due to methodological changes. The new and improved measurement system continues to use, in part, the well-known Media Watch, the electronic collection device first developed in Switzerland. The measurement period normally would have been January through June but data from the first two months was “contaminated,” hence, the audience estimates released this week (July 10) cover March through June. (See more about media measurement here)

Mediapulse radio audience estimates are specific to Switzerland’s three primary linguistic regions; the Swiss-German region being quite large, the Italian-speaking region being quite small. Risking the wrath of the ratings wardens, overall listening levels appear to have dropped across the land. That, it turn, appears to have punished public radio broadcasters SRF (Swiss-German region), RTS (French region) and RSI (Italian region). Private-sector radio broadcasters, correspondingly, benefitted. Listening to private foreign radio stations was lower in the Swiss-German and French regions but not in the Italian region. Data for listening to foreign public radio channels is not published.

Individual regional public radio channels largely maintained dominant rankings. Individual private local stations may have shifted ranking somewhat but the most notable change has been an increase in their numbers. Digital platforms have changed the landscape and, thus, the measurement.

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