NZ radio dumps TNS, taps Aussie researcher

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As widely predicted, the Radio Broadcasters Association has sidelined TNS and announced a new deal with the Australian arm of Europe-based researcher GfK to be the new provider for the commercial radio survey from 2016.

The announcement follows a full review by the industry including two independent reviews of international radio research and input from agencies, clients and broadcasters.

The RBA says the review showed an overwhelming demand for more continuous research, more regular reporting and changes to the methodology to improve the experience for those researched and those using the analysed data. There was also a call for the radio data to be comparable to other media in terms of further nationwide reach.

“The RBA board members of NZME, MediaWorks and various independent broadcasters have made great progress around survey methodology and investigating suitable providers,” says Norm Collison, chairman of the RBA. “We are pleased to announce today that GfK will be our new provider for 2016 with a number of improvements to the current surveys.

“The board were impressed with the advancements GfK presented to the industry along with highly commended work they have done in the Australian and Asian markets” Collison said.

Final details of the new radio research will be announced to the industry at a roadshow event the industry is developing with GfK.

MediaWorks ceo Mark Weldon and NZME ceo Jane Hastings both say they are happy that the industry has been able to take on board all the major demands of clients and advertisers.

GfK general manager media Morten Boyer said the company is looking forward to bringing their experience from the Australian market to New Zealand. “We are really excited to be selected,” he said.

“Radio in New Zealand is dynamic, nuanced and strong, and we look forward to collaborating with the industry to future proof their measurement system using our latest data collection techniques, analysis software and strategic insights.”

Current provider TNS will remain the provider for the T2 survey in August/September which will be a combination of 80% paper diary and the addition of up to 20% online panel respondents to improve the robustness of the sample.

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