Radio industry opens Gold Standard software accreditation to measure radio audiences

Advertising agencies and radio stations will no longer be tied to a single radio analysis software package with the announcement today that Commercial Radio Australia (CRA) has started the process for Gold Standard Accreditation of radio audience measurement software.

From 1 January 2014, when audience measurement provider, GfK, commences the new contract for radio audience survey measurement in Australia, subscribers will be able to access a range of Gold Standard accredited software packages for use with radio survey data.

Currently, all subscribers of radio audience measurement data are only permitted to use Nielsen’s Radio Advisor software.

Gold Standard accredited software will use a common calculation base and standard industry language, terms and parameters.

Says Joan Warner, Commercial Radio Australia, chief executive officer: “The industry has introduced the Gold Standard accreditation to open up the radio analysis software market to ensure choice for advertising and media agencies, advertisers and radio stations using radio audience data.  This will enable agencies to integrate radio analysis into their current software systems, while still providing consistent calculations.”

The new three year radio audience contract with GfK introduces an e-diary for computers, tablets and mobile phones, synchronised across the platforms and compatible with all operating systems.  GfK is currently conducting industry parallel pilot testing to ensure validity of the new processes when the contract commences in 2014.

Beginning on 16 August, organisations can apply for Gold Standard certification by emailing goldstandard@commercialradio.com.au.

A full list of certified software suppliers will be made available on the CRA website in fourth quarter of this year after the initial round of accreditation.