Network Radio 101: Sizing Up Measurement
Thinking about investing more in audio? You’re not alone. The increased buzz around audio is real as consumers flock to screen-free and multitasking-friendly forms of entertainment.
With over 237 million Americans 12+ tuning in every week, radio’s consistently massive reach makes it a must-have for all kinds of advertisers.
Audience measurement is a crucial part of gauging the value of any media partner. The methods by which network radio’s audience is measured provide the basis for how that network is bought and sold while answering the question: Just how effectively and efficiently will you reach your target?
So in part three of our Network Radio 101 series, let’s talk about measurement. What methods are used to measure radio’s audience? How accurate are those methods? What should you look out for as a buyer? Let’s dive in.
Measurement Methodology
First things first. How is network radio’s listener data collected? There are two main practices used to capture audience data - diary and electronic.
The tried-and-true Diary method is where panelists physically record their listening habits over the course of 7 days. While self-reported and dependent on memory and recall, paper listening logs remain the standard for hundreds of U.S. radio markets.
Portable People Meters (or PPM for short) are electronic wearable devices that detect hidden audio tones within a station or network's audio stream. Whether the panelist is in their car, at home, or in a public location where a station is playing, the device logs each time it finds this signal.
The data from these survey methods are then averaged out - across 12 weeks for Diary and 4 weeks for PPM.
Compiling the Data
The data pulled from PPM and Diary markets is used by Nielsen to produce local ratings reports for each market and for Nationwide and RADAR®, the two measurement services providing radio audience data at a national level.
The first is Nationwide, Nielsen’s national radio audience survey published twice a year - once in the spring and again in the fall. Nationwide measures how many are listening (network size) and who is listening (demographic composition) via a survey of over 350,000 respondents conducted over a 12-week period. In addition to overall U.S. listening estimates, Nationwide provides station and market-level audience data.
The other service is RADAR®, which is the only service that measures network radio audiences to the commercials that actually aired on a particular radio station. Released four times a year, RADAR® aggregates the listening data from a database of 395,000 respondents with clearance data from station-provided affidavits confirming the commercials aired. Networks must subscribe to the service in order to be included in the estimates.
Both services are there to help guide buying and planning decisions. For a deeper dive comparing the two, check out this guide.
Quality and Accuracy
Advertisers will pay a premium for trustworthy data. An Advertiser Perceptions Report found that more than three-quarters of advertisers rely on measurement to make media buying decisions. How reliable is network radio’s audience measurement? Looking specifically at RADAR®, very.
RADAR® is the only service of its kind to validate clearances (that’s the airing of a network commercial by an affiliate station at a specific time and day). These strict guidelines set it apart as the gold standard for network radio measurement.
That’s good news for advertisers and marketers as they make purchasing decisions to maximize ROI. The added layer of accountability allows RADAR® to provide accurate and reliable estimates of a network’s potential audience delivery.
As champions of audio advertising, investing in accountability and transparency for our advertising partners remains a top priority. Our ROI Network debuted in Nielsen’s RADAR® 119 at number one with Adults and Women, 18-49, and Women, 25-54 and has consistently ranked in the top five since 2013. As one of the largest networks in RADAR®, it provides broad reach, while delivering in the top 50 markets.