The commercial radio industry’s new audience measurement system, Radio 360, goes live tomorrow with the release of the third GfK metropolitan radio survey of the year.
Radio 360 will provide a first look at the size of radio’s rapidly-growing streaming audiences following the strong uptake in recent years 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 that will provide accurate and granular information on radio listening across all platforms and devices, anywhere, anytime.
Phase one will deliver total, broadcast and streaming audience figures for each radio station across the five major metro markets, giving the industry and advertisers a clear picture of listening behaviour and the size of the digital opportunity.
The second phase in 2024 will integrate…
