Netherlands: GfK extends radio audience measurement contract with NLO and will test minute-by-minute measurement

gfkAmsterdam, 15 October 2014 – In an effort to measure radio audience behavior more accurately, NLO is preparing a new audience measurement survey. To this end NLO today signed an amended contract with GfK. Parallel to this current continuous survey NLO will explore the use of smartphone apps to be able to report on a minute-by-minute level.

NLO’s ambition was confirmed today by the signing of a contract with its research partner, GfK. NLO already had a contract with GfK for the application of radio diaries, initially until the end of 2015. To be able to compare the radio diaries – in which respondents fill in their radio listening behavior per quarter of an hour – with electronic measurement techniques, the GfK Mediawatch has also been part of the research contract.

Because the Mediawatch experience convinced NLO of the possibilities of measuring minute-by-minute more quickly than expected, NLO expressed a desire to be able to test other alternatives. A test plan involving smartphone apps has therefore replaced the Mediawatch in the new contract with GfK. In addition, the contract for the application of the radio diaries has been extended by a year until the end of 2016.

The amended contract will provide NLO with more time to fully investigate new possibilities in reliable minute-by-minute measurement. This will be done in parallel with the continuous audience measurement conducted on the basis of radio diaries, which will remain the basis for establishing radio audience ratings until at least 2016. The introduction of a new survey will be preceded by a period in which the two methods will run in parallel. By doing so, NLO will give the market the opportunity to become accustomed to the new audience ratings.

Nicole Engels, Director of NLO, comments: “The revised contract will give us scope to explore which devices are suitable for measuring minute-by-minute radio audience behavior. Our objective for the new survey is to be able to continue reporting in the current relevant channel/target group combinations, of course on the condition that it is financially feasible.”

About NLO

The NLO foundation (Dutch Audience Survey) commissions the NLO radio audience measurement survey. The NLO foundation has four partners: RAB (Radio Advies Bureau), NPO (Nederlandse Publieke Omroep), BVA (bond van adverteerders) and PMA (Platform Media Adviesbureaus).

About GfK

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