RADIO 360° provides the 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 is a historic transition to a sophisticated new hybrid measurement system developed by GfK that will provide accurate and granular information on radio listening across all platforms and devices, anywhere, anytime.
 
The current Phase one stage delivers 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 podcast metrics to provide a deduplicated view of radio and podcast audiences as well as the release of special reports based on watch data.  The system provides the capability to measure listening spikes based around special events and breaking news in addition to the existing eight radio surveys per year.       
 
RADIO 360° integrates data from three different sources into one currency:
 

• 50,000 surveys per year completed by listeners in geographically and demographically representative households across the five metro markets

 

• Measurement of streaming listening over millions of connected devices, with data taken directly from radio station websites, listening apps and server logs

 

• Information from a 2,000-person panel of respondents wearing the GfK MediaWatch, a wearable meter that automatically captures information on radio listening when the wearer is in hearing range of a radio station.  Data from the watch is encrypted for privacy and downloaded to GfK daily when users recharge the watch using a wireless docking station.

For a full list of RADIO 360° terms, download the RADIO 360° GLOSSARY HERE