2 Radio Research BRC RAM opens up the world of radio Folowing an open tender process, the BRC appointed TNS as its research company to run the BRC RAM (Radio Audience measurement) programme. From the outset, and during the setup phase, the BRC and TNS worked together with a single purpose: to design, build and test a bespoke radio survey that would capably and transparently deliver fresh data for the broadcasting, advertising and marketing industries. The BRC’s fresh and honest approach has signalled a new era in radio audience measurement for South Africa. To this end, a new format has been established and months of intensive work have gone into ensuring that the new measurement instruments are effective and capable. This has culminated in the new BRC RAM. The BRC will release transparent, stand-alone radio audience survey data four times a year based on six month’s worth of data collection, which began from 7 January, 2016. The launch of the all new BRC RAM dataset (January – June 2016) is scheduled for 25 August, 2016. So, what’s new? The BRC’s fresh and honest approach has signalled a new era in radio audience measurement for South Africa, seeking to accommodate the unique and more importantly, diverse South African market, while raising the bar of how the needs of the radio broadcasters and advertisers will be met. To achieve this, an improved survey was required, one that is multiplatform, intuitive, and respondent-friendly across all walks of South African life. As such, this new tool collects the most accurate data across different geographies and locations, different languages, and different socio-economic landscapes. Essentially, the new survey tool consists of two elements: A placement interview, which collects information about each individual in the household, as well as about the household itself. Secondly, a radio diary, which collects radio listening for all commercial and community South African radio stations. To ensure accuracy and transparency, only those diaries, which have been properly completed are included. A fresh take on sampling Nothing mires a survey quite like outdated sampling, which is why a rigorous sampling approach was demanded in order to deliver a fresh sampling frame. The sampling approach includes: • An increased survey sample: 30 000 households (which is a 20% increase from the standard 25 000), achieving a 9% overall improvement in precision. • Improved interview scope: employing comprehensive interviewer training to ready interviewers for fieldwork. Furthermore, interviews are conducted continuously 50 weeks of the year in all area types and BRC CEO Clare O’Neil explains how the new BRC RAM currency will deliver its most comprehensive, transparent radio audience survey for broadcasters and advertisers.
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