Put the Radiometer on!
Will a switch to electronic measurement ruin our currency in Belgium?
Dominique Vancraeynest & Philippe Degueldre
Abstract
In Belgium, the Joint Industry Committee (CIM) decided to tackle the question: “how can electronic measurement impact on the radio currency?” and to carry out a field test for each of both linguistic regions, in parallel with the national CIM Radio study.
The method was to combine and compare two ways of measuring radio consumption, with the same individuals: the current Diary system and the GfK Eurisko radiometer, with a sample of 400 respondents in the same 7 days observation period.
On the basis of the above methodology, two type of results are produced : minute by minute data based on the radiometer and quarter hour data, based on the diary. For each individual a measure of correspondence is calculated which allows comparison of both methods in terms of profile, day-part etc … The paper will focus on the following matters of interest : compliance, profile analysis and rating analysis.
Expectations are that a considerable number of drawbacks will appear, that might impact severely on the stability of the radio currency. Inversely, some other findings will give strength to the idea that radiometers deliver more detailed results, comparable to TV ratings, and therefore cannot be discarded for the future.
Dominique Vancraeynest,
GfK AUDIMETRIE, Belgium,
Author is Esomar member since 1988. He was president of the Esomar Worldwide Radio conference in Athens (June 2001). Is currently Esomar representative in Belgium. He was involved in the Esomar working group on “Standard demographic classification” (1997) and presented several papers on this topic.
He is Managing Director of GfK AUDIMETRIE, who is responsible for national TV- and radio audience measurement on behalf of CIM. He organized the national GfK Radio day on new ways for measuring Radio for the future in Brussels (May 2006).
Philippe Degueldre
CIM, Belgium
Philippe Degueldre is Project Manager at CIM (Centre for information on the Media – Multimedia JIC) in Belgium for several surveys: radio, TV, Internet and Adex.
As a master in political and social sciences and communication science he started in 2000 his professional career at CIM, where he gathered experience in most of their audience surveys.
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