Metropolitan and Major Regional

GfK is the provider of radio audience measurement in Australia across the five metropolitan markets – Sydney, Melbourne, Brisbane, Adelaide and Perth – plus Newcastle, Canberra and Gold Coast.

Eight metropolitan surveys are released per year. For 70% of the respondents, GfK uses the sticker paper-diary method to collect the ratings information and utilises single person placement (recruiting one person aged 10 years+ per household) to recruit the radio sample using the last birthday method (i.e the person identified in the home that has had the most recent birthday) for metropolitan markets. Household flooding is used for Canberra, Gold Coast and Newcastle.

Recruitment of respondents to complete the e-diary is undertaken using online research panels. E-diary respondents make up 30% of the radio ratings sample. Using this method of recruitment allows the pre-screening selection of respondents to reflect the spread of population by age, gender and geographic area within each market.

Radio diary participants are geographically selected in proportion to the distribution of the population. Each market is split into geographic regions and sub-regions dubbed statistical areas (SA1). Each SA1 is split further into interviewing areas (IA's).

Homes are then statistically selected and approached within these IA's. A "single source lifestyle questionnaire" is enclosed in the diary. The diary contains relevant lifestyle and purchasing habits/intentions relating to the household. Each person selected is required to record their radio listening in the diary for one seven-day period from Sunday through to Saturday. The completed diaries are processed to produce data relating to an average week of the survey period.

For more information, please contact Briony McLean (Research & Insights Strategist) or call 02 9281 6577.