Current state of play
Radio reaches people through many more different routes than it used to. In addition to traditional radio receivers, radio is now distributed through digital television, smartphones, computers, games consoles and tablets. Radio no longer
has to be listened to 'live' as it is now available in the form of 'listen again', 'catch up' or 'podcast' content that can be accessed when the listener wants.
At the same time, the 'radio' experience has expanded to include personalised online music services that are unique to an individual's tastes and preferences. The internet has increased the choice available to consumers by connecting them to radio and audio produced around the world.
However, the way in which we measure radio listening in the UK–
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how many people listen and for how long – has remained almost unchanged. The metrics still consider radio to be a purely live experience and still think of 'radio' as limited to stations broadcasting on FM, AM or DAB.
Not only are the numerous online radio services not included in the measurement of UK 'radio' listening, but neither have they agreed amongst themselves upon a common benchmark by which their audiences can be measured. This has resulted in a lack of data about the overall audience for online radio, and in the absence of comparable data about each competitor in the market.
Appropriate solutions are necessary to create an accepted and effective industry-wide standard for measuring radio consumption in a multi-platform world, in order to offer:
- Accountability to advertisers and sponsors
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for programming decisions
- Business intelligence
- Better recommendations for listeners
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- Operational decisions
Initiatives are already underway that could lead to solutions. To achieve an industry-wide standard, it is imperative that stakeholders are consulted and 'buy' into solutions that have direct relevance to their business needs, whether they are content creators, online radio stations, advertising agencies or potential sponsors.
The issue of the lack of metrics for online radio was identified within our 18-month collaborative project 'Radio Connected' during 2011/2 that
was partly funded by the government's Technology Strategy Board. The project partners explored the issues, conducted initial desk research and made contact with several stakeholders across the value chain. It was concluded that the project's other objectives should be prioritised due to resource limitations, with the hope that the outstanding issue of metrics can be tackled by a further, dedicated project.