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Measurement expands to almost everything
media buyers listening carefully

Sometime next year French media buyers and the broadcasters who love them will see faster, better and smarter data on radio listening. This comes courtesy of measurement institute Médiamétrie changing protocols to include data from its Audimétrie Individuelle Portée (AIP - Individual portable audimeter), a wearable collection device that captures encoded (watermarked) data from any audio source. That dataset will be combined with the standard telephone surveys.

Electronic measurement for radio is everywhere. It’s popular for bringing granular data on listening to the media buyers almost instantly. The proprietary AIP system is a bit different, collecting data from podcasts and delayed streaming. (See more about audience measurement here)

Médiamétrie first mentioned the AIP system for radio measurement in 2012. There have been test, pauses, more tests, more pauses. This past April Benoît Cassaigne told joint industry group CESP panels would be recruited in three regions for one last test to compare results with that of the legacy Médiamétrie radio audience estimates during the September to December survey period. (See more about media in France here)

Then it’s on to the races. “This will allow us to refine our budget estimates and to decide in the first quarter of 2019 (about) the transition to the new radio audience measurement, replacing the (current system) from September 2019,” he said. Measuring radio is only part of the fun; it works for TV, too, “which allows for cost synergies.”

A multi-platform audience makes multi-platform choices
in the data, somewhere

The system for measuring radio audience in Germany changed last year. Greater attention was given to digital platforms, including streaming. Last week MA 2018 Audio II estimates were released. The results, the second under the new methodology, were exactly as intended.

At the top of the chart, those with more than a million daily listeners, are private network NRW and public channels WDR2, SWR3 and Bayern 1. Off the million plus list is private channel Antenne Bayern. Total daily listening in Germany is a bit more than 48 million persons 14 years and older, 77% of the population. Daily online listening is a mere 3.2 million. (See more about media in Germany here)

Several digital-only channels - read: DAB+ - fared rather well. Klassik Radio, electronic music channel Sunshine Live and rock music channel Radio Bob showed notable rankings, still well beneath FM channels, all of which are augmented by online distribution. The reality check for digital radio supporters is the rather low household penetration for DAB+. The national average is 12%; much higher in Bavaria (18%), lower in Berlin (8%). (See more about digital radio here)

The MA Audio/radio audience estimates are designed for media buyers. All German private radio broadcasters sell ads, and so do many public channels. The primary output is Monday through Friday, 06h00 to 18h00, persons 18 to 49 years. Data on other ranges is also collected and can be retrieved, tediously, online.

Peaking at the full day, Monday through Sunday, radio analyst Jens Schroeder at meedia.de (July 12) showed that several top rated stations with serious audience increases in the ad-friendly data set looked a bit less serious. “The real winner in the Audio-MA (is) Deutschlandfunk and other public info channels.” National public radio channel Deutschlandfunk showed a 15% gain in total audience reach, among 30 to 49 year olds - “not the elderly” - 22.1%. Adding in the top eight public all-news channels, that amounts to a boost of more than 400,000 daily listeners.

The MA 2018 Audio II audience estimates will be updated at the end of September.

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