Radio360 went live this week, providing a first look at the size of radio’s rapidly-growing streaming audiences following the strong uptake of listening over connected devices such as mobile phones and smart speakers.
The move marks a transition to a sophisticated hybrid measurement system developed by GfK for accurate and granular information on radio listening across all platforms and devices, anywhere, anytime.
Ford Ennals, CEO of Commercial Radio and Audio (CRA), said the industry body has had the Radio360 data since the beginning of the year, but has been assessing it internally, training and educating its people and making sure that the data was robust and consistent.
“We've got 35 major agency roadshows going on around the country at the moment and we're getting a really positive response, because I think people recognise both that updating your data is important and the way people listen to radio is different than what it was,” said Ennals.
“Being able to shine a light on streaming listening for the first time, using actual streaming data logs, is really helpful. Introducing the GfK MediaWatch as part of the overall approach is also quite innovative.”
The MediaWatch, a wearable meter that automatically captures information on radio listening when the wearer is in hearing range of a radio station, is one of three different data sources that Radio360 integrates into a single currency. The other two are surveys and measurement of streaming listening over connected devices.
Data from the 2,000-person panel who wear the watch is encrypted for privacy and downloaded to GfK daily when users recharge the watch using a wireless docking station.
Ennals said 26% of listeners stream commercial radio every week - a “significant number that’s only growing”.
He told AdNews that Radio360 will allow media agencies to enact either streaming-only campaigns or highly targeted campaigns to sections of streaming audiences.
“Part of the capability GfK have put in place is Sensic Tags on the data logs, which allows us to identify the streaming audiences, ultimately down to unique identifiers if we so choose,” said Ennals.
“The way people listen is fundamentally different now: 35% of streamers are on smart speakers, 40% are on smartphones, you've got people listening to streaming in cars on connected dashboards. We have to understand that audience and it's really helpful to have rich data on those audiences and their listening habits.
“What we've seen over a long period of time is the shift to increased digital spend in revenue terms. If you're going to compete with digital media and global streaming companies, you need rich data and that's what we couldn't provide through a survey, but we can provide through Radio360.”
Ennals said that CRA very deliberately positioned this week’s rollout of Radio360 as a first phase, not the end goal. The industry body has said it’s looking to ingest podcast data into the system in the future, working with Triton, who runs the monthly Podcast Ranker.
“Next year, our target is to provide a view of podcast listening via Radio360. Going forward, we'll just build on this capability,” said Ennals.
“The fact we can monitor what everyone is listening to via the MediaWatches will give us the opportunity to give more real time insights into listening, particularly around events. Unique identifiers also give us the ability to specifically identify who is streaming and target them with appropriate messages.
“It's that territory of deeper insights and more identifiable audiences.”
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