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EXECUTIVE SUMMARY
This report offers an overview of the methodologies used to measure radio across Europe and is an
update of the 2015 edition of this publication. egta’s objective is to give readers a better understanding
of the range of techniques and technologies in use, offer insights into the effects of introducing electronic
measurement, and outline the key discussions on possible radio audience measurement development
scenarios.
Currently, all the official Radio Audience Measurement currencies are carried out either by declarative
means (day-after recall – DAR or diaries) or through the use of electronic (passive) technology. Census
based measurement that collects data from IP delivered radio streams is not yet integrated across
European markets, but the growing share of online listening will increase the importance of hybrid
audience measurement models where passive electronic measurement could be combined or even
replaced by census based data collection (SDK case of Nielsen). The current state of play in Europe can
be found in
Figure 01
. This report also contains an analysis of the benefits and limitations of each radio
audience measurement methodology.
The document includes a more in-depth look at several markets that have introduced or that have run
trials of electronic measurement. The U.S. uses the Nielsen trademarked Personal People Meter (PPM) for
radio in a number of the country’s largest designated market areas (DMAs), with diaries for the remaining
DMAs. Electronic measurement has been introduced for the radio advertising currency in a number of
European countries, including Switzerland, Denmark, Norway and Sweden, and tests have been carried
out in several other markets.
This document draws on multiple reports, forecasts and estimates, data from egta members and
contributions from audience measurement institutes in order to compile the necessary data.
“M
easurement i s fabu l ous . Un l ess you ’ re busy measuri ng
what ’s easy to measure as opposed to
what ’s important .”
- Seth God i n