Understanding Radio Audiences

While radio has a longer tradition than any other broadcast media, it still remains at the forefront of audience measurement technology.

Indeed, the rise of internet usage has in many ways benefited radio, by offering a new platform for its consumption that facilitates multi-tasking and complements, surrounds and informs everyday life. Life changes, but people's desire to be entertained, accompanied and informed remains, with radio playing an essential role.

Telephone and diary measurement are still widely used in many countries, increasingly the

new challenges in digital audience measurement are being met by our use of Portable People Meters (PPMs), bringing the benefits of electronic measurement to radio for the first time. PPM is uniquely able to cope with the proliferation of digital radio options, timeshifted listening and cross-platform access.

This allows media owners to benefit from more accurate and meaningful measurement than ever before.

Our commitment to this new technology reflects the continued importance of the radio medium across the globe.

It also ensures that wherever people hear your broadcasts, we will be there to measure, analyse and understand their listening habits.