Watch meter holds future of radio listenership measurement: Nielsen

Indiantelevision.com Team

(17 June 2006 4:00 pm)

MUMBAI: To bring in more accuracy and reliability in radio listenership data, India may have to jettison the "diary system" in favour of electronic measurement sooner rather than later.

Making a case for the electronic measuring system 'watch meter' for tracking radio listenership was Nielsen Media regional director radio Asia Pacific Mark Neely yesterday, at a seminar organized by Radio City.

Currently, the 'watch meter' is not employed anywhere, except in Switzerland.

Thus far, the Indian FM radio industry has been maintaining the diary system -- a manual record of what the sample listeners listened to. At present, the Indian Listenership Track (ILT), managed by the Media Research Users Council (MRUC) is the only syndicated research available. ILT uses the diary system - based on a 'day after' recall method to provide the previous day's listenership. A point of note here is that the "Indian" in the title of ILT is misleading since only the two metros of Mumbai and Delhi are covered by it.

Aside from that, the FM industry has been facing trouble in attracting advertisers, many of whom view the system as outdated and unreliable, Neely averred.

Although it is an accepted norm, in a wake of emerging media such as internet radio, i-pod and MP3 player, measuring radio audiences is on the road to change, Neely argued.

Determining ratings from the diary system has long been tricky for market researchers to assess listening habits as it primarily relies on sample members to manually maintain records through diary entry. Neely pointed out one of the weaknesses, "The diary system is heavily reliant on recalling what they listened to at home or away from home. The diaries are loaded with problems like human error creeping in and failing to keep accurate records."

Nielsen Media is at present employing this electronic measuring system watch-meter in Switzerland. This new device is embedded in a wrist watch which acts as a the radio data collection vehicle. The watch-meter mimics the human ear by picking up radio frequencies.

Throwing light on the new device, developed in Switzerland, Neely said it records basic four second audio from any station to which the watch-wearer is listening.

Speaking on the random sampling, he said, "A different set of respondents would be asked to wear the watches each week. This methodology minimizes the burden on the individual. It can record both in home as well as out of home listening habits."

The watch-meter as it is embedded in a wrist-watch is available in various colours and size for ladies and for kids.

There is no denying electronic measurement will have to come eventually, but when? The industry watchers are waiting.