Nielsen Faces Radio Battle

11Jul07

Nielsen Media could be in danger of losing its long running reign on the radio ratings surveys following Commercial Radio Australia putting the lucrative market survey to tender.

The organisation has reportedly asked six parties to tender for the contract.

Nielsen has held the rights to the surveys for the last forty years and currently still employs the traditional diary method for data collection, but the industry representative is now considering migrating to electronic data collection.

Joan Warner from Commercial Radio Australia confirmed interest in moving to electronic data collection pending trials in overseas markets:

    “While we believe the diary system is working well and is the only proven and reliable ratings method used in the majority of the world at present, we are mindful that we must look at ways to improve the system.”

Nielsen is set to trial its electronic People Go Meter system later this year.

    “The results of these technical trials combined with results of consumer trials planned in the UK, Canada and the US this year and into 2008 will help us determine the future for electronic testing in this country.”

Tenders for the new ratings contract will close in September.

Source: The Australian

Popularity: 1%