Nielsen And Council For Research Excellence To Test Combining Radio And TV Samples In Small And Medium Markets.
June 29, 2015 at 7:08 AM (PT)
The COUNCIL FOR RESEARCH EXCELLENCE has approved the launch of the Audio Committee's first study, an effort to evolve the NIELSEN AUDIO service in small and medium markets. The step follows "a lot of healthy discussion and open-minded conversation" among members of the recently formed committee, notes GREATER MEDIA VP/Program Development BUZZ KNIGHT, who also is the CRE's Committee Chair.
In collaboration with the CRE's Local Measurement Committee, the Audio team has commissioned NIELSEN to launch a two-part test to help address "gating" issues for a combined service of radio, TV and consumer behavior metrics. In the first, the Multi-media Test, radio respondents will be asked to complete a TV diary survey approximately one month after the initial week of their original radio diary -- and vice versa for TV respondents. This test is designed to help determine whether audience estimates collected in a second stage of a two-stage process are comparable to those collected from respondents at the initial stage. This test will also introduce measurement of TV at the person -- rather than the set -- level.
The second test will focus on the collection of more detailed consumer-behavior data than what is currently measured in the qualitative version of the radio diary. The research team will send a shortened version of the SCARBOROUGH mid-tier booklet to participating households in an effort to gauge expected response rates to a consumer booklet issued in combination with the radio diary service. "The audio landscape is evolving, and our committee's goal is to investigate and measure the use of audio across platforms and to understand what audio's role is in the media mix," KNIGHT said.