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figure 04:
A comparison of the pros and cons of declarative
and passive methodologies
Diary/Day-After Recall
Electronic: Passive Measurement
• Traditional and established method: stability of
the advertising sales market
• Lower cost
• Large sample
• Potential for more user-friendly format (online
diary, smartphone applications), leads to
higher respondent commitment
• Generally delivers higher TSL figures than
electronic measurement
• Lack of common radio and TV currency
• Lower accountability and granularity: deliver-
ing listening rate per quarter/half an hour, and
infrequent reporting
• Lower accuracy: inability of people to recall
and identify every listening occasion after time
(short listening occurrences tend to be forgot-
ten, listening to favourite stations is amplified)
• Higher burden on the respondent
• Longer delay between data collection and
reporting
• Bringing common currency to TV and radio
buys
• Higher accountability and granularity: minute-
by-minute audience data
• Continuous listening and all listening occasions
measured
• Low dropout expected due to lower respond-
ent burden
• Better optimisation of radio programme and
campaign planning due to overnight reporting
• Very short delay between data collection and
reporting, bringing radio into closer alignment
with TV and online
• More reliable differentiation between broad-
cast platforms (with watermarking technology)
• Reluctance towards adoption: lack of consen-
sus and unified support among the industry
actors
• Measuring presence in proximity to radio
signal, different definition of listening and dif-
ferent basis for brand recall research
• Small sample efficiency
• Higher cost
• Audio-matching devices may not differenti-
ate between stations broadcasting the same
content at the same time
• Watermarking devices do not capture 100% of
listening occasions, and may perform poorly in
high background noise situations
• Generally delivers lower TSL than traditional
methodologies, requiring the buying market to
accept changes to advertising pricing
• Headphone listening can only be captured if
respondent links to the meter’s output jack
• Difficult and expensive to build a robust
sample for a fragmented market.