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the media radio annual digital provinces, thereby covering all periods in a year and ensuring consistent and stable data. • ‘Household flooding’: placing diaries with every individual in each household over the age of 15, which amounts to around 70 000 individual diaries a year. • Widespread measurement: using IHS, who delivered the master sample frame and provide annual population updates, including latest boundary information. This adds further dimension to the quality of the sampling and weighting, and therefore, to the data itself, especially given the fluid migration patterns (both rural-urban and intraurban) in South Africa. Al new measures for the beter BRC RAM is a brand new currency with new measures, each of which is part and parcel of the BRC’s vision to deliver the most comprehensive, transparent radio audience survey. These measures include: • Quality assurance: the highest priority for the survey is to ensure that every element of the programme is transparent. • Improved accuracy: the diary was thoroughly tested and will deliver greater accuracy in terms of station listening, especially as respondents are able to enter up to three stations in any quarter hour and record shorter periods of listening. • Improved design: the diary is well designed, carries clear instructions for completion (making it easy to use), and is personalised so all the stations that individuals listen to are pre-listed. • Innovative: for the first time, the locations of listening, as w ell as each device used per occasion, will be collected. From the ease of use and comprehensive transparency measures to the new reach and rigour, the new approach of the BRC RAM survey has opened up a door to worlds previously unexplored, providing broadcasters, advertisers and marketers with the information that they need to chart their way forward in a constantly changing broadcasting environment. All signs point to the exciting times ahead for broadcasters and advertisers alike in the radio industry. About The Broadcast Research Council of South Africa The Broadcast Research Council of South Africa (BRC) is a non-profit, South African industry body that operates as an independent entity. It manages all the audience research needs of the radio and television industry. The BRC is a Joint Industry Committee (JIC), which commissions and oversees the delivery of broadcast industry research for the benefit of all radio and television industry members as well as the advertising and marketing industry. Research includes BRC RAMS and BRC TAMS as well as the Establishment Survey. The BRC is also responsible for the reliable collection of contributions from media owners via a levy system and the management of these funds. For more information please email or call 011 2681801

the media radio annual digital
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