2016 RADIO RATINGS TOOL KIT
Level 7, 107 Mount St, North Sydney, NSW 2060 T +61 2 9900 2888 F +61 2 9900 2828 W www.gfk.com/au
© GfK
CONTENTS The 2016 Tool Kit provides all the information you require regarding the GfK radio ratings. You can click on each link below to move straight to that section and select the GfK logo to return to this contents page.
• • • • • • •
Understanding the radio ratings The GfK radio team 2016 survey schedule 2016 radio reporting periods 2016 rolling radio schedule - metropolitan 2016 rolling radio schedule - regional Survey area maps - Sydney - Melbourne - Brisbane - Adelaide - Perth - Newcastle - Canberra - Gold Coast/Tweed Heads
• Metropolitan population potentials • Regional population potentials • 2016 radio ratings training calendar • Occupation classifications • 2016 lifestyle categories • Radio ratings glossary • Accessing and sourcing radio ratings • How the ratings are collected • Commercial Radio Australia Level 7, 107 Mount St, North Sydney, NSW 2060 T +61 2 9900 2888 F +61 2 9900 2828 W www.gfk.com/au
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UNDERSTANDING THE RADIO RATINGS By future-proofing radio audience measurement with online electronic diaries (e-diaries) and the incorporation of new technology during recruitment, GfK is ensuring that all Australians have an equal opportunity to participate in the radio ratings.
Multi-mode survey methodology
To ensure all radio listeners continue to have a voice, we have created more ways of interacting with them: • 80% recruited face-to-face, completing paper diaries • 20% recruited online, completing e-diaries The online recruitment allows for daily checking of sample quotas and compliance. E-diaries can be accessed on computers, tablet PCs, or smartphones. See the section on ‘how the ratings are collected’ for further detail on the survey methodology.
GfK Radio Insights
GfK Radio Insights is a survey of 5,000 respondents per year, conducted quarterly. These reports complement the ratings by building a more holistic view of radio listeners. The content is more exploratory and focuses on things like response to advertising, emotional connection to stations, and motivations for listening. Please contact our team for further details.
Gold Standard software accreditation
Commercial Radio Australia has developed a Gold Standard accreditation program for multiple companies to provide radio audience measurement software to subscribers in Australia. This means that subscribers to the radio ratings data will be able to choose from a variety of software providers. GfK Probe is the software supplied by GfK for the Australian market; for more information please contact Mark Neely on +61 2 9900 2865. For more information regarding Gold Standard accreditation or Gold Standard accredited software suppliers please contact Commercial Radio Australia on +61 2 9281 6577.
Level 7, 107 Mount St, North Sydney, NSW 2060 T +61 2 9900 2888 F +61 2 9900 2828 W www.gfk.com/au
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THE GfK RADIO TEAM
Dr Morten Boyer
Email:
[email protected] Direct Phone: +61 2 9900 2842 Mobile: 0430 305 662
Mark Neely
Email:
[email protected] Direct Phone: +61 2 9900 2865 Mobile: 0413 480 345
Deb Hishon
Email:
[email protected] Direct Phone: +61 2 9900 2880 Mobile: 0415 670 350
Sian Gillen
Email:
[email protected] Direct Phone: +61 3 8415 9505 Mobile: 0417 257 021
General Manager, Media
Research Director
Head of Client Service, Radio
Account Director, Radio – VIC/SA
Ann-Maree Nolan
Account Director, Radio – NSW/QLD/ACT
Michelle Potter
Senior Account Manager, Radio – WA
Email:
[email protected] Direct Phone: +61 2 9900 2851 Mobile: 0476 813 520
Email:
[email protected] Mobile: 0424 552 273
For additional support, please call the GfK helpdesk on
1800 097 713 Or send an email to
[email protected]
Level 7, 107 Mount St, North Sydney, NSW 2060 T +61 2 9900 2888 F +61 2 9900 2828 W www.gfk.com/au
© GfK
2016 SURVEY SCHEDULE
Level 7, 107 Mount St, North Sydney, NSW 2060 T +61 2 9900 2888 F +61 2 9900 2828 W www.gfk.com/au
© GfK
2016 RADIO REPORTING PERIODS SYDNEY, MELBOURNE, BRISBANE, ADELAIDE & PERTH S1
Jan 17 to Feb 27
Tue Mar 8
S2
Feb 7 to Feb 27 & Mar 6 to Apr 9
Tue Apr 19
S3
Mar 6 to Apr 9 & Apr 17 to May 21
Tue May 31
S4
Apr 17 to Jun 25
Tue Jul 5
S5
May 22 to Jun 25 & Jul 10 to Aug 13
Tue Aug 23
S6
Jul 10 to Sept 17
Tue Sept 27
S7
Aug 14 to Sept 17 & Sept 25 to Oct 29
Tue Nov 8
S8
Sept 25 to Dec 3
Tue Dec 13
NEWCASTLE (Blind) S1
Jan 31 to Apr 23
Fri May 6
S2
Second half of S1 & May 8 to Jul 30
Fri Aug 12
S3
May 8 to Jul 30 & Aug 14 to Nov 5
Fri Nov 18
CANBERRA S1
Feb 14 to Apr 9
Wed Apr 20
S2
Mar 13 to Apr 9 & May 1 to Jun 25
Wed Jul 6
S3
May 1 to Jun 25 & Jul 24 to Sep 17
Wed Sep 28
GOLD COAST / TWEED HEADS (Blind) S1
Jan 31 to Apr 23
Thu May 5
S2
Second half of S1 & May 8 to Jul 30
Thu Aug 11
S3
May 8 to Jul 30 & Aug 14 to Nov 5
Thu Nov 17
Please note: survey release dates are staggered to allow for the different dynamics and logistic requirements of each market.
UNDERSTANDING BLIND SURVEYS A non blind survey (rolling or otherwise) has a fixed and known survey period where the sample is placed evenly across the survey weeks. For blind surveys, the ‘in’ survey period is fixed and known to the market (12 week periods for Newcastle and the Gold Coast). The actual eight weeks of placement, from the published 12, are selected at random and the dates withheld from the market, i.e. they are not aware the weeks the sample is being placed, hence the term ‘blind’.
Level 7, 107 Mount St, North Sydney, NSW 2060 T +61 2 9900 2888 F +61 2 9900 2828 W www.gfk.com/au
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2016 ROLLING RADIO SCHEDULE METROPOLITAN REGION
Level 7, 107 Mount St, North Sydney, NSW 2060 T +61 2 9900 2888 F +61 2 9900 2828 W www.gfk.com/au
© GfK
2016 ROLLING RADIO SCHEDULE METROPOLITAN REGION AND GOLD COAST NEWCASTLE, CANBERRA
Level 7, 107 Mount St, North Sydney, NSW 2060 T +61 2 9900 2888 F +61 2 9900 2828 W www.gfk.com/au
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SURVEY AREA MAPS
SYDNEY
Jun Jun
1 2 3 4 5
Sydney Regions North Central & Inner West South South West West
Level 7, 107 Mount St, North Sydney, NSW 2060 T +61 2 9900 2888 F +61 2 9900 2828 W www.gfk.com/au
© GfK
SURVEY AREA MAPS Sydney Statistical Areas Statistical Areas
Population Percent Interviewing 0+ 0+ Areas
1. North
Statistical Areas
Population Percent Interviewing 0+ 0+ Areas
Baulkham Hills
26,120
0.5%
2
4. South West Auburn
773
0.0%
0
Carlingford
6,813
0.1%
0
Bankstown
173,615
3.6%
12
Chatswood - Lane Cove
110,505
2.3%
8
Blue Mountains - South
7
0.0%
0
Dural - Wisemans Ferry
13,192
0.3%
1
Bringelly - Green Valley
92,079
1.9%
7
Gosford
172,751
3.6%
13
Camden
59,795
1.2%
4
Hornsby
82,500
1.7%
5
Campbelltown (NSW)
157,901
3.3%
11
Ku-ring-gai
121,271
2.5%
7
Canterbury
7,948
0.2%
1
Manly
44,786
0.9%
3
188,266
3.9%
12
North Sydney - Mosman
99,709
2.1%
6
13
0.0%
0
Pennant Hills - Epping
39,072
0.8%
2
Fairfield Illawarra Catchment Reserve Liverpool
114,415
2.4%
7
Pittwater
63,338
1.3%
5
Merrylands - Guildford
33,550
0.7%
2
Ryde - Hunters Hill
129,881
2.7%
8
Penrith
6,359
0.1%
0
Warringah
155,289
3.2%
11
Wollondilly
39,638
0.8%
3
Wyong
158,256
3.3%
11
Wollongong
274
0.0%
0
1,223,483
25.3%
82
874,633
18.1%
59
85,446
1.8%
6
1. North Total 2. Central & Inner West Bankstown Botany
1,619
0.0%
0
4. South West Total 5. West Auburn
0
0.0%
0
Baulkham Hills
120,772
2.5%
8
Canada Bay
85,699
1.8%
5
Blacktown
135,376
2.8%
10
Canterbury
1,567
0.0%
0
Blacktown - North
87,601
1.8%
6
Eastern Suburbs - North
135,974
2.8%
9
Blue Mountains
79,443
1.6%
5
Eastern Suburbs - South
143,776
3.0%
10
Carlingford
59,698
1.2%
3
58,138
1.2%
4
Dural - Wisemans Ferry
13,925
0.3%
1
55,382
1.1%
4
Fairfield
1,791
0.0%
0
135,570
2.8%
10
Hawkesbury
25,102
0.5%
2
203,774
4.2%
13
Merrylands - Guildford
117,447
2.4%
7
821,499
16.9%
55
Mount Druitt
112,108
2.3%
7
Parramatta
142,837
3.0%
11
Botany
44,742
0.9%
4
Pennant Hills - Epping
7,425
0.2%
1
Canterbury Cronulla - Miranda Caringbah Hurstville
127,917
2.6%
9
Penrith
129,856
2.7%
8
112,834
2.3%
7
Richmond - Windsor
37,636
0.8%
3
126,883
2.6%
9
Rouse Hill - McGraths Hill
29,833
0.6%
2
Kogarah - Rockdale
135,907
2.8%
9
Ryde - Hunters Hill
3,374
0.1%
0
596
0.0%
0
St Marys
56,204
1.2%
4
14,907
0.3%
1
5. West Total
1,245,874
25.7%
84
111,640
2.3%
6
4,840,915
100.0%
325
675,426
14.0%
45
Leichhardt Marrickville - Sydenham Petersham Strathfield - Burwood Ashfield Sydney Inner City 2. Central & Inner West Total 3. South
Liverpool Strathfield - Burwood Ashfield Sutherland - Menai Heathcote 3. South Total
Level 7, 107 Mount St, North Sydney, NSW 2060 T +61 2 9900 2888 F +61 2 9900 2828 W www.gfk.com/au
Sydney Total
© GfK
SURVEY AREA MAPS
MELBOURNE
1 2 3 4
Melbourne Regions North South East West
Level 7, 107 Mount St, North Sydney, NSW 2060 T +61 2 9900 2888 F +61 2 9900 2828 W www.gfk.com/au
© GfK
SURVEY AREA MAPS Melbourne Statistical Areas Statistical Areas
Population Percent Interviewing 0+ 0+ Areas
1. North
Statistical Areas
Population Percent Interviewing 0+ 0+ Areas
3. East
Banyule
125,503
2.7%
9
Boroondara
Brimbank
82,578
1.8%
6
Cardinia
172,612
3.7%
12
371
0.0%
0
Brunswick - Coburg
87,902
1.9%
7
Knox
Darebin - North
95,423
2.0%
7
Manningham - East
155,552
3.3%
11
26,688
0.6%
Darebin - South
53,305
1.1%
4
2
Manningham - West
91,943
2.0%
Essendon Heathcote - Castlemaine - Kyneton Keilor
66,574
1.4%
6
5
Maroondah
110,783
2.4%
7
7,250
0.2%
0
Monash
133,423
2.8%
8
59,402
1.3%
4
Stonnington - East
42,781
0.9%
3
Macedon Ranges
28,602
0.6%
2
Stonnington - West
63,200
1.3%
4
Melbourne City
6,082
0.1%
0
Whitehorse - East
61,578
1.3%
5
Moreland - North
74,809
1.6%
5
Whitehorse - West
102,861
2.2%
7
Nillumbik - Kinglake
62,872
1.3%
4
Yarra
30,540
0.7%
2
Sunbury Tullamarine Broadmeadows Upper Goulburn Valley
36,816
0.8%
3
Yarra Ranges
148,636
3.2%
12
152,012
3.2%
10
3. East Total
1,140,968
24.3%
79
13,757
0.3%
1
Whittlesea - Wallan
201,497
4.3%
13
Barwon - West
992
0.0%
0
Yarra
56,743
1.2%
4
106,486
2.3%
8
1,211,127
25.8%
84
Brimbank Creswick - Daylesford Ballan Geelong
1,488
0.0%
0
184,182
3.9%
14
Bayside
99,947
2.1%
7
Hobsons Bay
85,292
1.8%
5
Cardinia
86,828
1.9%
6
Maribyrnong
81,859
1.7%
6
Casey - North
131,626
2.8%
10
Melbourne City
116,108
2.5%
9
Casey - South
151,789
3.2%
10
Melton - Bacchus Marsh
145,180
3.1%
8
Dandenong
185,211
4.0%
14
Port Phillip
15
0.0%
0
Frankston
135,243
2.9%
9
1,943
0.0%
0
Glen Eira
151,794
3.2%
11
44,470
0.9%
3
Kingston
117,386
2.5%
9
Sunbury Surf Coast - Bellarine Peninsula Wyndham
205,571
4.4%
14
Monash
43,879
0.9%
3
Yarra
4
0.0%
0
Mornington Peninsula
153,800
3.3%
9
4. West Total
973,590
20.8%
67
Port Phillip
Melbourne Total
4,688,307
100.0%
325
1. North Total 2. South
104,846
2.2%
7
Yarra Ranges
273
0.0%
0
2. South Total
1,362,622
29.1%
95
Level 7, 107 Mount St, North Sydney, NSW 2060 T +61 2 9900 2888 F +61 2 9900 2828 W www.gfk.com/au
4. West
© GfK
SURVEY AREA MAPS
BRISBANE
1 2 3 4 5
Sydney Regions North Central & Inner West South South West West
1 2 3 4 5
Brisbane Regions East West South City & City North North
Level 7, 107 Mount St, North Sydney, NSW 2060 T +61 2 9900 2888 F +61 2 9900 2828 W www.gfk.com/au
© GfK
SURVEY AREA MAPS Brisbane Statistical Areas Statistical Areas
Population Percent 0+ 0+
Interviewing Areas
1. East
Statistical Areas
Population Percent Interviewing 0+ 0+ Areas
4. City & City North
Brisbane Inner - East
42,353
1.9%
6
Brisbane Inner
65,542
3.0%
9
Capalaba
73,665
3.3%
8
Brisbane Inner - North
83,835
3.8%
9
Carindale
37,138
1.7%
5
41,973
1.9%
5
Cleveland - Stradbroke
83,216
3.8%
11
7,657
0.3%
1
Holland Park - Yeronga
65,021
3.0%
7
Brisbane Inner - West Holland Park Yeronga Nundah
429
0.0%
0
Mt Gravatt
3,426
0.2%
0
51,331
2.3%
6
Nathan
21,614
1.0%
2
The Gap - Enoggera 4. City & City North Total
250,767
11.4%
30
Wynnum - Manly
71,074
3.2%
9
1. East Total
397,507
18.1%
48
41,141
1.9%
5
32,971
1.5%
4 9
2. West
5. North Bald Hills - Everton Park Bribie - Beachmere
Brisbane Inner - West
17,584
0.8%
2
Caboolture
65,814
3.0%
Centenary
34,277
1.6%
4
Caboolture Hinterland
7,563
0.3%
1
Forest Lake - Oxley
71,886
3.3%
9
Chermside
71,240
3.2%
10
Ipswich Hinterland
2,952
0.1%
0
86,613
3.9%
10
103,340
4.7%
13
Hills District Narangba Burpengary
63,012
2.9%
8
47,326
2.2%
5
North Lakes
63,317
2.9%
8
51,895
2.4%
7
Nundah
37,716
1.7%
4
79,145
3.6%
9
Redcliffe
59,613
2.7%
6
0
0.0%
0
Sandgate
58,154
2.6%
6
408,405
18.6%
49
Strathpine
38,234
1.7%
5
5. North Total
625,388
28.4%
76
2,199,435
100.0%
265
Ipswich Inner Kenmore - Brookfield Moggill Sherwood Indooroopilly Springfield - Redbank The Gap - Enoggera 2. West Total 3. South Beaudesert
2,764
0.1%
0
Beenleigh
38,792
1.8%
5
Browns Plains
80,132
3.6%
9
Carindale
13,506
0.6%
1
Gold Coast Hinterland
3,347
0.2%
0
323
0.0%
0
Jimboomba
40,608
1.8%
6
Loganlea - Carbrook
59,761
2.7%
6
Mt Gravatt
67,982
3.1%
8
Nathan
18,056
0.8%
3
Rocklea - Acacia Ridge
59,413
2.7%
8
Springwood - Kingston
82,135
3.7%
10
Sunnybank
50,549
2.3%
6
3. South Total
517,368
23.5%
62
Ipswich Hinterland
Level 7, 107 Mount St, North Sydney, NSW 2060 T +61 2 9900 2888 F +61 2 9900 2828 W www.gfk.com/au
Brisbane Total
© GfK
SURVEY AREA MAPS
ADELAIDE
1 2 3 4
Adelaide Regions Central North East & South West & South West
Level 7, 107 Mount St, North Sydney, NSW 2060 T +61 2 9900 2888 F +61 2 9900 2828 W www.gfk.com/au
© GfK
SURVEY AREA MAPS Adelaide Statistical Areas Statistical Areas
Population Percent Interviewing 0+ 0+ Areas
1. Central
Statistical Areas
Population Percent Interviewing 0+ 0+ Areas
4. West & South West
Adelaide City
22,690
1.8%
4
Charles Sturt
14,583
1.2%
3
Charles Sturt Norwood - Payneham St Peters Port Adelaide - West
95,123
7.6%
18
Holdfast Bay
35,377
2.8%
7
37,074
3.0%
8
Marion
89,706
7.2%
18
41,104
3.3%
8
Onkaparinga
124,908
10.0%
24
Prospect - Walkerville
28,648
2.3%
5
Port Adelaide - West
10
0.0%
0
Unley
39,014
3.1%
8
61,748
5.0%
11
1. Central Total
263,653
21.2%
51
West Torrens 4. West & South West Total Adelaide Total
326,332
26.2%
63
1,245,176
100.0%
240
Gawler - Two Wells
22,451
1.8%
5
Playford
87,687
7.0%
16
Port Adelaide - East
64,344
5.2%
13
Port Adelaide - West
19,015
1.5%
4
Salisbury
133,492
10.7%
25
2. North
Tea Tree Gully
884
0.1%
0
2. North Total
327,873
26.3%
63
Adelaide Hills
23,415
1.9%
4
Burnside
44,734
3.6%
9
Campbelltown (SA)
51,703
4.2%
10
Mitcham
64,877
5.2%
12
Onkaparinga
44,056
3.5%
9
3. East & South
Port Adelaide - East
2,942
0.2%
1
Salisbury
2,014
0.2%
0
Tea Tree Gully
93,577
7.5%
18
3. East & South Total
327,318
26.3%
63
Level 7, 107 Mount St, North Sydney, NSW 2060 T +61 2 9900 2888 F +61 2 9900 2828 W www.gfk.com/au
© GfK
SURVEY AREA MAPS
PERTH
1 2 3 4
Perth Regions North & North East South & South East West South West
Level 7, 107 Mount St, North Sydney, NSW 2060 T +61 2 9900 2888 F +61 2 9900 2828 W www.gfk.com/au
© GfK
SURVEY AREA MAPS Perth Statistical Areas Statistical Areas
Population Percent Interviewing 0+ 0+ Areas
1. North & North East Bayswater - Bassendean
87,700
4.6%
11
Joondalup
168,657
8.8%
21
Mundaring
44,242
2.3%
7
Perth City
21,173
1.1%
3
Stirling
207,907
10.8%
26
Swan
124,203
6.5%
16
Wanneroo
185,843
9.7%
25
2. North & North East Total
839,725
43.7%
109
Armadale
77,586
4.0%
9
Belmont - Victoria Park
40,968
2.1%
5
Gosnells
123,993
6.4%
16
Kalamunda
60,739
3.2%
8
Serpentine - Jarrahdale
22,757
1.2%
4
2. South & South East Total
326,043
17.0%
42
Belmont - Victoria Park
33,684
1.8%
4
Canning
4,368
0.2%
1
Cottesloe - Claremont
72,504
3.8%
10
Perth City
87,043
4.5%
11
499
0.0%
0
0
0.0%
0
198,098
10.3%
26
Canning
97,496
5.1%
12
Cockburn
104,101
5.4%
12
Fremantle
38,848
2.0%
5
Kwinana
36,145
1.9%
4
Melville
110,106
5.7%
16
Rockingham
125,889
6.5%
18
South Perth
46,059
2.4%
6
2. South & South East
3. West
South Perth Stirling 3. West Total 4. South West
4. South West Total Perth Total
558,644
29.0%
73
1,922,510
100.0%
250
Level 7, 107 Mount St, North Sydney, NSW 2060 T +61 2 9900 2888 F +61 2 9900 2828 W www.gfk.com/au
© GfK
SURVEY AREA MAPS
NEWCASTLE
Newcastle Regions 1 Central & North 2 West 3 South
Level 7, 107 Mount St, North Sydney, NSW 2060 T +61 2 9900 2888 F +61 2 9900 2828 W www.gfk.com/au
© GfK
SURVEY AREA MAPS Newcastle Statistical Areas Statistical Areas
Population Percent Interviewing 0+ 0+ Areas
1. Central & North Lake Macquarie - East Newcastle
496
0.1%
0
161,623
28.8%
23
Port Stephens
67,643
12.1%
10
1. Central & North Total
229,762
41.0%
33
Lower Hunter
53,427
9.5%
7
Maitland
71,813
12.8%
10
Newcastle
3,238
0.6%
1
128,478
22.9%
18
2. West
2. West Total 3. South Lake Macquarie - East
124,343
22.1%
19
Lake Macquarie - West
75,613
13.5%
10
2,818
0.5%
0
3. South Total
Newcastle
202,774
36.1%
29
Newcastle Total
561,014
100.0%
80
Level 7, 107 Mount St, North Sydney, NSW 2060 T +61 2 9900 2888 F +61 2 9900 2828 W www.gfk.com/au
© GfK
SURVEY AREA MAPS
CANBERRA
Level 7, 107 Mount St, North Sydney, NSW 2060 T +61 2 9900 2888 F +61 2 9900 2828 W www.gfk.com/au
© GfK
SURVEY AREA MAPS Canberra Statistical Areas Statistical Areas
Population Percent Interviewing 0+ 0+ Areas
Canberra Belconnen
96,961
22.8%
14
Cotter - Namadgi
1,636
0.4%
0
Fyshwick - Pialligo - Hume
1,480
0.4%
0
Gungahlin
61,822
14.6%
10
North Canberra
53,168
12.5%
9
Queanbeyan
38,814
9.1%
6
South Canberra
26,015
6.1%
4
Tuggeranong
86,841
20.4%
12
Weston Creek
23,271
5.5%
4
Woden Canberra Total
34,771
8.2%
5
424,779
100.0%
64
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SURVEY AREA MAPS
GOLD COAST/TWEED
Gold Coast/Tweed Regions 1 North 2 South Level 7, 107 Mount St, North Sydney, NSW 2060 T +61 2 9900 2888 F +61 2 9900 2828 W www.gfk.com/au
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SURVEY AREA MAPS Gold Coast/Tweed Heads Statistical Areas Statistical Areas
Population 0+
Percent 0+
Interviewing Areas
Broadbeach - Burleigh
62,938
10.2%
8
Gold Coast - North
65,477
10.7%
7
Gold Coast Hinterland
4,311
0.7%
1
Mudgeeraba - Tallebudgera
27,297
4.4%
3
Nerang
68,295
11.1%
9
Ormeau - Oxenford
88,824
14.4%
11
Robina
49,713
8.1%
7
Southport
58,982
9.6%
8
Surfers Paradise 1. North Total
38,764
6.3%
6
464,601
75.5%
60
52,989
8.6%
7
1. North
2. South Coolangatta Mudgeeraba - Tallebudgera
6,279
1.0%
1
Tweed Valley 2. South Total
91,210
14.8%
12
150,478
24.5%
20
615,079
100.0%
80
Gold Coast Total
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METROPOLITAN POPULATION POTENTIALS
Min. Sample Size 10+ 10-17 18-24 25-39 40-54 55-64 65+ People 13+ 18+ 16-24 25-34 35-44 45-59 60+ 10+ 10-17 18-24 25-39 40-54 55+ Men 13+ 18+ 16-24 25-34 35-44 45-59 60+ 10+ 10-17 18-24 25-39 40-54 55+ Women 13+ 18+ 16-24 25-34 35-44 45-59 60+
Sydney
Melbourne
Brisbane
Adelaide
Perth
2,400 4,294,000 451,000 491,000 1,147,000 995,000 552,000 658,000 4,128,000 3,843,000 607,000 786,000 708,000 936,000 922,000 2,117,000 232,000 251,000 571,000 491,000 572,000 2,033,000 1,885,000 311,000 393,000 350,000 459,000 432,000 2,177,000 219,000 240,000 576,000 504,000 638,000 2,095,000 1,958,000 296,000 393,000 358,000 477,000 490,000
2,400 4,260,000 431,000 515,000 1,123,000 987,000 540,000 664,000 4,104,000 3,829,000 629,000 769,000 699,000 919,000 927,000 2,098,000 221,000 265,000 563,000 485,000 564,000 2,020,000 1,877,000 323,000 389,000 345,000 449,000 429,000 2,162,000 210,000 250,000 560,000 502,000 640,000 2,084,000 1,952,000 306,000 380,000 354,000 470,000 498,000
2,000 1,953,000 220,000 247,000 513,000 452,000 244,000 277,000 1,872,000 1,733,000 304,000 355,000 322,000 419,000 390,000 966,000 112,000 125,000 258,000 223,000 248,000 925,000 854,000 154,000 179,000 160,000 207,000 183,000 987,000 108,000 122,000 255,000 229,000 273,000 947,000 879,000 150,000 176,000 162,000 212,000 207,000
1,750 1,125,000 114,000 130,000 260,000 256,000 155,000 210,000 1,085,000 1,011,000 160,000 184,000 167,000 250,000 280,000 551,000 58,000 66,000 132,000 127,000 168,000 531,000 493,000 81,000 94,000 83,000 122,000 128,000 574,000 56,000 64,000 128,000 129,000 197,000 554,000 518,000 79,000 90,000 84,000 128,000 152,000
1,850 1,737,000 188,000 212,000 468,000 403,000 220,000 246,000 1,670,000 1,549,000 261,000 331,000 282,000 376,000 348,000 868,000 96,000 109,000 241,000 201,000 221,000 836,000 772,000 134,000 172,000 144,000 185,000 162,000 869,000 92,000 103,000 227,000 202,000 245,000 834,000 777,000 127,000 159,000 138,000 191,000 186,000
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METROPOLITAN POPULATION POTENTIALS
Min. Sample Size Region 1 Region 2 Regions Region 3 Region 4 Region 5
Sydney
Melbourne
Brisbane
Adelaide
Perth
2,400 1,102,000 776,000 598,000 757,000 1,061,000
2,400 1,101,000 1,221,000 1,053,000 885,000
2,000 356,000 360,000 455,000 231,000 551,000
1,750 240,000 286,000 303,000 296,000
1,850 758,000 291,000 182,000 506,000
Please note:
-
The total 10+ population estimates are GfK’s estimate, based on the latest census data available from the Australian Bureau of Statistics.
-
The minimum sample size represents the minimum number of diaries that will be used to generate the radio ratings results for each survey release
-
The population potential figures are GfK’s estimates of the number of people, by age cell, for each survey area
-
Each 10+ population and potential figure is estimated as at 3 November, 2015
Note about grocery buyer potentials From 2014, grocery buyers will not be a demographic group that has a controlled weighting variable. This means the potential is not established at the beginning of each year, so when analysing the data the potential may vary from survey to survey, based on the number of respondents claiming to be grocery buyers in the reporting sample.
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REGIONAL POPULATION POTENTIALS
Min. Sample Size 10+ 10-17 18-24 25-39 40-54 55-64 65+ People 13+ 18+ 16-24 25-34 35-44 45-59 60+ 10+ 10-17 18-24 25-39 40-54 55+ Men 13+ 18+ 16-24 25-34 35-44 45-59 60+ 10+ 10-17 18-24 25-39 40-54 55+ Women 13+ 18+ 16-24 25-34 35-44 45-59 60+
Newcastle
Canberra
Gold Coast
1,500 502,000 55,000 56,000 109,000 113,000 70,000 99,000 482,000 447,000 70,000 74,000 73,000 111,000 133,000 248,000 28,000 29,000 55,000 56,000 80,000 238,000 220,000 36,000 38,000 37,000 55,000 61,000 254,000 27,000 27,000 54,000 57,000 89,000 244,000 227,000 34,000 36,000 36,000 56,000 72,000
1,100 382,000 40,000 48,000 107,000 90,000 46,000 51,000 368,000 342,000 58,000 75,000 64,000 82,000 73,000 188,000 20,000 24,000 54,000 44,000 46,000 183,000 168,000 30,000 38,000 32,000 40,000 34,000 194,000 20,000 24,000 53,000 46,000 51,000 185,000 174,000 28,000 37,000 32,000 42,000 39,000
1,500 581,000 62,000 64,000 132,000 134,000 78,000 111,000 560,000 519,000 80,000 89,000 90,000 128,000 148,000 283,000 32,000 32,000 65,000 65,000 89,000 271,000 251,000 40,000 44,000 44,000 61,000 70,000 298,000 30,000 32,000 67,000 69,000 100,000 289,000 268,000 40,000 45,000 46,000 67,000 78,000
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REGIONAL POPULATION POTENTIALS
Min. Sample Size Region 1 Regions Region 2 Region 3
Newcastle
Canberra
Gold Coast
1,500 207,000 113,000 182,000
1,100 382,000
1,500 438,000 143,000
Please note:
-
The total 10+ population estimates are GfK’s estimate based on the latest census data available from the Australian Bureau of Statistics.
-
The minimum sample size represents the minimum number of diaries that will be used to generate the radio ratings results for each survey release
-
The potential figures are GfK’s estimates of the number of people, by age cell, for each survey area
-
Each 10+ population and potential figure is estimated as at 3 November, 2015
Note about Grocery Buyer Potentials From 2014, grocery buyers will not be a demographic group that has a controlled weighting variable. This means the potential is not established at the beginning of each year, so when analysing the data the potential may vary from survey to survey, based on the number of respondents claiming to be grocery buyers in the reporting sample.
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2016 Radio Ratings Training Schedule The GfK Radio Ratings Certificate Training Course is free to current radio ratings subscribers, and covers all aspects of radio audience measurement in Australia. Please Note: Dates and times may change or additional dates may be added subject to demand SYDNEY: GfK Offices, Level 7, 107 Mount St, North Sydney Contact: Ann-Maree Nolan (02) 9900 2851
[email protected]
Feb Mar Apr May Jun Jul Aug Sept Oct Nov Dec
Date Tuesday, 2nd Tuesday, 1st Tuesday, 5th Tuesday, 10th Tuesday, 7th Tuesday, 12th Tuesday, 16th Tuesday, 13th Tuesday, 11th Tuesday, 15th Tuesday, 6th
Time 10:30am-12:30pm 10:30am-12:30pm 10:30am-12:30pm 10:30am-12:30pm 10:30am-12:30pm 10:30am-12:30pm 10:30am-12:30pm 10:30am-12:30pm 10:30am-12:30pm 10:30am-12:30pm 10:30am-12:30pm
MELBOURNE: GfK Offices, Level 4, 126 Wellington Pde, East Melbourne Contact: Sian Gillen (03) 8415 9505 / 0417 257 021
[email protected]
Feb Mar Apr May Jun Jul Aug Sept Oct Nov Dec
Date Wednesday, 3rd Wednesday, 2nd Wednesday, 6th Wednesday, 11th Wednesday, 8th Wednesday, 13th Wednesday, 17th Wednesday, 14th Wednesday, 12th Wednesday, 16th Wednesday, 7th
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Time 10am-12Noon 10am-12Noon 10am-12Noon 10am-12Noon 10am-12Noon 10am-12Noon 10am-12Noon 10am-12Noon 10am-12Noon 10am-12Noon 10am-12Noon
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2016 Radio Ratings Training Schedule BRISBANE: Training to be conducted at client site Contact: Ann-Maree Nolan (02) 9900 2851
[email protected]
Feb May Aug Nov
Date 8th – 10th 16th – 18th 29th – 31st 28th – 30th
Time 2 hours per session 2 hours per session 2 hours per session 2 hours per session
ADELAIDE: Training to be conducted at client site Contact: Sian Gillen (03) 8415 9505 / 0417 257 021
[email protected] Michelle Potter 0424 552 273
[email protected]
Feb May Sep Nov
Date Tuesday, 23rd Tuesday, 24th Tuesday, 6th Tuesday, 22nd
Time 2 hours per session 2 hours per session 2 hours per session 2 hours per session
PERTH: Training is run on an ad-hoc basis Contact: Michelle Potter 0424 552 273
[email protected] GOLD COAST, NEWCASTLE & CANBERRA: Training is run on an ad-hoc basis Contact: Ann-Maree Nolan (02) 9900 2851
[email protected] GfK TRAINING CONDITIONS You must advise GfK if you plan to attend a training session. GfK reserves the right to turn away those who have not booked into a session if there is high demand. Minimum class size is 4, and GfK reserves the right to cancel a training session due to low demand. GfK must be advised of any cancellations at least 48 hours before the course is due to commence – another staff member can attend in place of a cancellation, and will not incur a fee. Please advise us if you are sending an attendee in place of a cancellation. Any cancellations with less than 48 hours’ notice will incur a $100 cancellation fee.
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OCCUPATION CLASSIFICATIONS The occupation classifications used by GfK to segment the categories are the Australian Standard Classification of Occupations (ASCO) as defined by the Australian Bureau of Statistics. The specific job titles listed are only examples of each occupation category.
A
Managers and administrators (General manager, managing supervisor, government appointed officials, farm managers, farmers)
Professionals
B
(Engineers, building professionals, natural scientists, health diagnosis and treatment practitioners, school teachers, other teachers and instructors, social professionals, business professionals, artists and related professionals)
Para-professionals, clerks, sales persons and personal service workers
C1
(Technicians, air and sea transport technical workers, registered nurses, police, air traffic controllers, receptionists, telephonists, clerical, data processors and business machine operators, stenographers and typists, couriers, tellers, cashiers, investment and real estate salespersons, sales representatives, sales assistants, telephone sales)
Tradespersons
C2 D
(Electrical and electronic tradespersons, metal fitting and machining tradesperson, building tradespersons, food tradesperson, plumbing tradespersons, vehicle tradespersons, printing tradespersons)
Plant, machine operators, and drivers (Road and rail transport drivers, mobile and stationary plant operators, machine operators)
Labourers and related workers
E F G H1 H2
(Trades assistants and factory hands, agricultural labourers and related workers, cleaners, construction and mining labourers, miscellaneous labourers and related workers)
Unemployed/looking for work Student or under school age Not in paid employment Retired or aged pensioner
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2016 LIFESTYLE CATEGORIES The single source lifestyle questionnaire forms part of the GfK radio survey. The data it provides gives users an excellent insight into listeners' lifestyles and purchasing habits or intentions. The 2016 categories are:
Media
-
Newspaper readership (market specific) – paper and online TV Viewing - Commercial, ABC, and Pay TV Subscription TV Video on demand
Lifestyle and travel
-
Air travel, interstate and overseas Holiday travel intentions Sporting event attendance Casino/licensed club visit TAB betting Internet or mobile phone gambling Tobacco smoker/intention to quit Lotteries, lotto, or scratchies purchase Gym/Fitness centre membership/intentions Physical activity /intention to start Start or continue low calorie/controlled diet Cinema attendance
-
Pet ownership Home renovations - Painting - Landscaping/gardening - Extensions/repair work - Kitchen/bathroom renovations - General household refurbishment - None Likely to purchase or sell house/unit within next 2 years
Household and home -
Technology
-
Digital radio purchase Radio station social media usage Social media usage Mobile phone contract type Mobile phone network carrier and intention to switch Internet surfing - time spent Computer tablet device purchase intention Computer video games, software and hardware/accessories, purchase intention
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2016 LIFE STYLE CATEGORIES
Purchase behaviour
-
-
Hardware store purchase Garden nursery purchase Furniture/appliance store purchase Department store or discount retailer purchase Newsagency, music/record store purchase Shopping for clothing/accessories Pharmacy/chemist purchase Purchased goods over the internet Whitegoods, air-conditioning/heaters, furniture purchase intention Audio/visual equipment, MP3 player, digital radio purchase intention Motor vehicle purchase intention
-
Mortgage provider and intention to change Comprehensive motor vehicle insurance Home and/or contents insurance Private health insurance Credit card ownership Finance and investment purchase intention Personal loan and investments
-
Restaurant dining frequency Hotel and licensed club visit Take-away/fast-food purchases by food category and frequency Purchase of beer/wine/spirits/pre-mixed spirits for home or social occasions
-
Finance and insurance
Food and beverage
-
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RADIO RATINGS GLOSSARY The most commonly referred to statistics are outlined in the tables below. Your software system may have additional statistics, please refer to your software provider for more information or contact GfK for further information.
Share %
Share of audience: Indicates a station’s relative strength within a market. It shows the percentage of total radio listening audience during a given time period tuning to a particular station. Share is a station’s average audience expressed as a percentage of the total radio audience for the same period. For example, 8.4% of all radio listening is to Station G, Mon-Sun, 5:30am to midnight.
Average audience (000’s)
Average audience or average quarter-hour audience: the average number of listeners tuned to a radio station per quarter hour in any given time period. Usually expressed in thousands (000’s). For example, in any given quarter hour between Mon-Fri 5:30am to 9am, on average 55,000 listeners were listening to Station F. Cumulative audience (cumes): the total number of different people who listen to a station for at least eight minutes (one quarter-hour) during any time period. Cumes illustrate audience size, as they estimate the unduplicated number of people reached by a station at least once during a particular time period.
Cumulative audience/ cumes/ reach (000’s or %)
For example, Station K has 575,000 unique listeners between 5.30am and midnight, Mon- Fri. Note that the cumes from two stations cannot be added together, nor can you add daypart cumes together, because listeners may be listening in both sessions and duplication will occur. Station cumes may be added across discrete demographics within a time period, e.g., cume Men 18-24 + cume Men 25-34 = cume Men 18-34 Cume is expressed in thousands (000’s) and can also be expressed as a percentage of the total population or total available audience. For example, Station K has 575,000 unique listeners between 5.30am and 12mn Monday- Friday. 54% of people 10+ tuned in to Station K at least once during this time period.
Time Spent Listening (TSL) hrs:mins Exclusive audience (000’s/%)
Time Spent Listening or TSL: an estimate of the amount of time a station’s cumulative audience spends listening during a specified time period, expressed in hours and minutes. Note that TSL does not denote audience size. For example, between 5:30am and midnight, Mon-Fri, Station C listeners tune in for 8 hours and 15 minutes (8:15). Exclusive audience: is the number of people who listen exclusively to one station during any particular session. This can be expressed as a number or a proportion of the station’s total audience. For example, 90,000 people listened only to Station R 5.30-12mn Mon-Fri or 35% of Station R’s audience only listen to Station R during this time period.
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RADIO RATINGS GLOSSARY Below are statistics that are more commonly found when using reach and frequency analyses: Average frequency: this is the average number of times that a station’s listeners hear an advertisement. Also known as opportunity to hear.
Average frequency (effective and exclusive)
Reach / Cume
Gross impacts
Cost per thousand or CPM
For example, Station A’s audience heard an advertising campaign on average 3.1 times. Frequency can either be: • Effective: displays the number of times the audience has heard the advertising campaign at least once, at least twice etc. Displayed as 1+, 2+, 3+ etc. • Exclusive: displays the number of times the audience has heard the advertising campaign exactly once, exactly twice, exactly three times. Displayed as 1, 2, 3 etc. Net reach: expresses the total number of different people who are reached at least once by an advertising schedule, displayed as numbers of people and/or as a percentage of the population group being targeted. Reach is similar to cumulative audience but is usually quoted in the context of an advertising campaign. For example, 15 x 30 second commercials placed in Breakfast by Brand A, Mon-Fri, for one week on Station X will reach 312,000 people 25-54, or 30% of 25-54 year olds. Gross impacts: Shows the total number of times the advertisement was heard, it measures the weight of a campaign. Each quarter-hour audience figure is added together to create gross impacts, it is a duplicated figure as the listener is likely to hear the spot more than once. For example, Station X plays a spot at 6.05 a.m., 7.05 a.m., 10.05 a.m., 1.05 p.m. and 4.05 p.m. If each spot attracts an average audience of 10,000 then the Gross Impacts would be 50,000. Cost per thousand: this is the cost of an advertising campaign or spot, based on the number of times an audience is reached (gross impacts) i.e. how much it costs to achieve 1000 impacts. It does not measure how much it costs to reach 1000 different individuals. CPM is calculated by dividing the cost by the number of gross impacts. For example, a five-spot advertising campaign run on Station X is estimated to achieve 853,000 gross impacts. Each spot cost $500. CPM = 250/853 = $2.90
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ACCESSING AND SOURCING THE RADIO RATINGS With the proliferation of reporting the ratings, it is important that all subscribers and licence holders are aware of the permitted use and sourcing requirements. The radio ratings are collected and prepared by GfK and the copyright is owned by Commercial Radio Australia (CRA). The radio ratings are confidential information that can only be obtained by having a licence to access these ratings. As such, the radio ratings cannot be passed to third parties without written consent from Commercial Radio Australia. This consent can only be obtained by application to GfK. To obtain a licence to access the radio ratings, please contact GfK on 02 9900 2888. Any licence holder of the CRA radio ratings data must use an accredited software package, which at all times must comply with CRA’s Gold Standard in relation to the use and reporting of the elemental data. For more detail on the Gold Standard Accredited Software Providers please visit CRA’s website at www.commercialradio.com.au Any publishing of the radio ratings will need to be sourced “GfK Radio Ratings” or GfK must be used in conjunction with the data release. GfK acknowledges that licensed users will be able to release the following level of data: 1. The use of the radio ratings in a narrative form to support insights or audience research claims made in reference to a story, sales brochure, or sales pitch. 2. The top line Share, Average, and Cumulative Audience figures in each capital city or regional market for the standard sessions and demographics: Sessions Mon-Sun 5:30am-12mn Mon-Fri 5:30am-12mn Mon-Fri 5:30am-9am Mon-Fri 9am-12md Mon-Fri 12md-4pm Mon-Fri 7pm-12mn Saturday & Sunday 5:30am-12mn
Demographics People 10+ People 10-17 People 18-24 People 25-39 People 40-54 People 55-64 People 65+
3. Radio ratings data referring to the Other AM, Other FM, and Other Digital station groups CANNOT be published. 4. Any supply of radio ratings by the media beyond the above will breach the confidential information rights of CRA and GfK. GfK may discontinue supply to license holders and subscribers who provide the data to third parties without authorisation and may commence legal proceedings against those parties.
Please note that any release of ratings data, including press releases, is embargoed until 9:30am on survey day for each market.
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HOW THE RATINGS ARE COLLECTED The radio ratings survey is conducted using a multi-mode methodology, with 80% doorknock recruitment for the paper diary and 20% online recruitment for the e-diary.
The sample design and size Sample design: Paper diary
The paper diary sample is selected using a stratified multistage probability sample, where respondents aged 10 years and over are randomly selected using a birthday recruitment method. Each market is split into geographic regions which are then further divided into Statistical Areas (SA1). Census data from the Australian Bureau of Statistics (ABS) is used to calculate the quota of respondents required in each SA1 to ensure the final sample reflects the total population. Each SA1 is then split into interviewing areas (IAs), with a detailed map drawn of each IA. Each block within an IA is prescribed a block number. The blocks are numbered using a process called the serpentine curve, and to maintain randomness, each map is assigned a different start block, with each block then worked in order. In order to reach the required sample size, four people/diaries per IA are recruited.
Sampling is sequential over time, with up to four calls being made on each selected household, spaced across several survey periods. Interviewers rotate their calls over different times of the day to give full opportunity for all types of households to participate. Metropolitan Markets: for survey wave 1, one sixth of the selected IA is surveyed each week (six-week wave); for survey waves 2-8, one fifth of the selected IAs are surveyed each week (five-week waves), ensuring an even spread across the survey wave. Data from two consecutive waves are combined to produce the survey reports. Regional Markets: for each survey wave, one-eighth of the selected IAs are surveyed in the selected weeks, ensuring an even spread across the survey wave. Data from two consecutive waves are combined to produce the survey reports. Each respondent who returns a completed diary is entered into a prize draw for a chance to win $1,000 cash. Separate draws are conducted for each market, with one draw per market in each survey period.
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HOW THE RATINGS ARE COLLECTED Sample design: e-diary
Recruitment of respondents to complete the e-diary is undertaken using online research panels. E-diary respondents make up 20% of the radio ratings sample. Using this method of recruitment allows the pre-screening and selection of respondents to reflect the spread of the population by age and gender and by geographic area within each market, in line with ABS figures. Each respondent is incentivised to participate using the online panel provider’s incentive scheme.
Sample size: paper and e-diary combined
Minimum effective target samples for each city per report period are: • • • • • • • •
SYDNEY MELBOURNE BRISBANE ADELAIDE PERTH NEWCASTLE GOLD COAST CANBERRA
2,400 individuals aged 10 years and over. 2,400 individuals aged 10 years and over 2,000 individuals aged 10 years and over 1,750 individuals aged 10 years and over. 1,850 individuals aged 10 years and over. 1,500 individuals aged 10 years and over. 1,500 individuals aged 10 years and over. 1,100 individuals aged 10 years and over.
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HOW THE RATINGS ARE COLLECTED The paper diary, placement, and collection Paper diary design: metropolitan and regional markets
A GfK sticker diary is used by 80% of respondents, across both metropolitan and major regional markets. Each diary contains space for the respondent to record their radio listening for a period of up to nine days, commencing on a Friday (depending on the day the diary is placed). In the sticker diary, each column heading is blank and a separate sheet is supplied with stickers bearing the names of each radio station that can be received in the market (a separate sticker per station). The respondent selects stickers for the station(s) they listen to, and places them on the blank column headings. Those column(s) are then used to record all listening to the station(s). Blank stickers are provided for the respondent to record listening to any radio station that does not have a pre-printed sticker. Up to eight columns are provided for stickers in each diary, with additional pages provided to record listening if more than eight stations are listened to.
For each day (midnight to midnight), time is listed in quarter-hours down the page for a 24-hour period, with listening information recorded for each station listened to (eight minutes or more) by placing crosses in the appropriate squares. There are additional columns provided for the respondent to record their place of listening – at work, at home, in car, or elsewhere; and to record the device they used to listen to the radio – AM/FM radio, internet and digital radio, and whether listening occurred on a mobile phone or tablet. The diary also contains a two-page lifestyle questionnaire, as well as information about the purpose of the survey and the importance of accurately recording their listening or non-listening behaviour.
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HOW THE RATINGS ARE COLLECTED
Paper diary placement: metropolitan
Paper diary placement is made face-to-face by specially selected and trained interviewers who are managed by Field Supervisors. One person is selected in each household, using a random selection process of identification called the Last Birthday Method (LBM), i.e., the household member aged 10 or over who has had the most recent birthday. GfK interviewers record all recruitment information electronically via a tablet PC (CAPI), allowing live management of quota requirements and instant feedback on completion rates. To ensure 10-24 year olds are recruited in line with the population, interviewers can proxy place a diary with the parent, partner, or guardian of the selected respondent. Quota recruitment can also be used to recruit 1024 year olds if there is a shortfall of 10-24 year olds using LBM recruitment. During the diary placement the interviewer personally demonstrates how the paper-diary is to be completed (a demonstration page is included in each diary) and informs the respondent of the privacy considerations (detailed on the GfK website). They also explain the lifestyle questionnaire and inform respondents that they will be entered in a draw to win a prize for completing the survey. All calls to establish contact are made on Thursday, Friday, and Saturday, with the time rotated between day, night, and Saturday, according to an established procedure. Each interviewer works through a list of areas in a different order to the previous wave, to ensure the timing of calls at any home alters from wave-to-wave, increasing the contact rate. If the respondent identified through LBM is not at home at the time of placement, a leaflet is left explaining the purpose of the survey and the importance of accurately recording their listening or non-listening. This is left to reassure the potential respondent that the project is legitimate and worthwhile. If a respondent declines to participate (e.g., busy/going out) but does not refuse outright, they also receive the explanatory leaflet. These respondents are contacted again in subsequent waves to attempt to obtain their participation. The leaflets can also be left at unattended homes so that when the interviewer calls back in a future wave the household members are better prepared for recruitment.
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HOW HOWTHE THERATINGS RATINGSARE ARECOLLECTED COLLECTED
Paper diary placement: regional face-to-face and CATI
Diary placement in major regional markets is made both via face-to-face (50% of sample) by specially selected and trained interviewers who are managed by Field Supervisors and via Computer Aided Telephone Interviewing (CATI) (30% of sample). The remaining 20% of the sample is recruited online for the e-diary. Household flooding methodology is used in these markets; this requires diaries to be placed with all people living in the household aged 10 years and over. The interviewer recruits the household through a person living in the household aged 18 years or over, and all household recruitment information is recorded electronically via a tablet PC (CAPI) or during the CATI recruitment. Each diary owner’s name and an identifying person number is recorded on the front cover of their diary, as well as the dates for listening and date the diary will be collected. The interviewer conducts the demonstration with the person at the door and, where possible, the other members of the household. They also explain privacy considerations, the lifestyle questionnaire, and inform respondents that they will be entered in a draw to win a prize for completing the survey. For CATI placement, phone sample is split by geographical postcodes and is used to recruit households to participate in the survey. All household recruitment information is recorded electronically. Diaries are posted to the household and each diary has the owner’s name and identifying person number recorded on the front cover of each diary as well as the dates for listening and date for posting the diaries back (a reply paid envelope is included with the diaries). After the diaries have been posted, a call is made to the home to confirm the diaries have been received by the household and to ask them to start recording their listening. Households are called mid-week to follow up on progress and make sure that the diaries are being completed. At the end of the survey, another call is made to thank the household, advise that the survey week has ended, and to request that the diaries be posted back.
Mid-week calls to respondents
A telephone call is made to the respondent/household on Tuesday or Wednesday during the week of diary completion. The purpose of the midweek call is to remind the respondent to participate in the survey, enquire whether they require clarification of what they are to do, and to confirm the diary collection day and time. The mid-week call also offers the opportunity for quality control checks to be made, with respondents asked a series of validation questions about themselves, their household and the interviewer’s recruitment process.
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HOW THE RATINGS ARE COLLECTED
Sunday collection: metropolitan and regional
A telephone call is made on Saturday evening to confirm an approximate time for diary collection and to check that the diary has been completed fully, including the lifestyle questionnaire.
Paper Diary Data Collation
Once completed diaries are returned to GfK, they are subject to result coding by experienced staff members, independent of field interviewers. A diary may be given one of three codes: usable, nil listening, or unusable.
On Sunday at the end of each survey week, the interviewer conducts up to two personal collection visits to the respondent’s home in an effort to collect and clarify the diary in person. If the respondent is not at home on the second visit, the interviewer will leave a pre-paid envelope and a thank you card asking for the diary to be returned by post.
In-office coding procedures aim to check the consistency of diary records and the coding department will follow up with respondents to clarify information where necessary.
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HOW THE RATINGS ARE COLLECTED The e-diary E-diary design
The GfK e-diary is designed to replicate the content of the GfK paper diary, with the exception that all stations that are printed on the stickers for the paper diary are pre-listed in the station drop down list for the e-diary and an option to select “Other”. The e-diary collects quarter-hour listening data from the respondent for a seven-day period, commencing on a Sunday and finishing on a Saturday. Respondents can access their e-diary from anywhere using their unique diary login and password. The e-diary can be completed from home using a personal computer or tablet, or on the move using GfK’s mobile diary (mdiary) which can be accessed via any mobile internet browser (e.g., smartphone). Information entered via either the e-diary or m-diary is synchronised so that a respondent who enters listening via their m-diary will see that listening reflected in the e-diary entries.
The e-diary prompts the respondent to enter their listening at a quarter-hour level when they have listened to a station for eight minutes or more. Each day is effectively split into two time periods from 6 a.m. to 6 p.m. and from 6 p.m. to 6 a.m. the next day. Once the respondent selects a station and quarter-hours of listening, the e-diary then prompts the respondent to complete the place of listening, the device on which they listened, and whether they listened on a mobile phone or tablet PC. Once the respondent completes their e-diary, they are asked to complete the lifestyle questionnaire, before finally submitting their diary. All e-diary data is verified by inbuilt logic checks to ensure that respondents enter all requested information, eliminating the need for further data entry and coding.
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HOW THE RATINGS ARE COLLECTED Producing the Radio Ratings Data harmonisation
Data from the GfK paper diaries and e-diaries are combined or harmonised via GfK’s internal processing systems. Data is processed as a combined file and splits via diary collection method are not released.
The data is weighted to adjust for differences between the achieved survey sample and the population profile of the market being surveyed.
Weighting the sample to create the ratings
Sample weights are calculated using a rim-weighting methodology, with age, sex and region population benchmarks (as determined by ABS figures), and used to produce estimates for the population aged ten or more in each market.
Error-free data
While every effort is made to ensure the data and reports are accurate and complete, each report is issued subject to any errors and omissions. GfK will take all immediate steps to rectify any inaccuracy or omission.
The weight associated with a respondent is effectively the number of people in the population that person represents. These weights adjust for differences in probabilities of selection and also calibrate the estimates to population benchmarks.
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COMMERCIAL RADIO AUSTRALIA Commercial Radio Australia Ltd is the national industry body representing Australia's commercial radio broadcasters. Commercial radio broadcasting began in 1925. Commercial Radio Australia Ltd was established in 1930 as the Federation of Australian Radio Broadcasters (FARB). FARB became an incorporated company in 1993 and changed its name to Commercial Radio Australia Limited in 2002. FARB was founded with 33 members. Today, Commercial Radio Australia Ltd has 260 members, representing 99% of commercial radio licensees on air. The Board of Commercial Radio Australia is elected by the industry at the annual general meeting and includes a chairman and a vice chairman (regional) and up to nine other directors, representing metropolitan and regional commercial radio broadcasters. Commercial Radio Australia pursues a range of issues on behalf of its member stations. The staff of Commercial Radio Australia specialise in areas such as industrial relations, human resources, marketing, industry events management, industry regulation, advertising advice, audience surveys and research and digital radio. Handy links: •
For more information on CRA please visit www.commercialradio.com.au
• To read the CRA Codes of Practice (note: you need to be a member to access this page) http://www.commercialradio.com.au/legal/regulation-codes •
Commercial Radio Calendar and Commercial Radio Stations Map
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