MEDIA: Broadcast audience figures for PROs

The backers of a new audience measurement system, unveiled this week to challenge the might of Barb and Rajar, have targeted the system at PROs.

The first results of GfK's National Broadcast Media Survey, which uses data from specially designed 'tags' worn by 1,000 viewers and listeners over a six-week period from 10 March to 20 April, have shown the BBC dominating both radio and TV.

The results gave BBC Radio 4 17.9 million adult listeners a week, while Radio 2 took 15.2 million and talkSport had 8 million.

On its TV analysis, BBC1 had a weekly reach of 43.6 million, BBC2 40.5 million and ITV 40.2 million.

GfK director Nick North said the new measurement system would give PR agencies greater accountability and 'multi-medium' analysis.

Unlike the traditional Rajar and Barb audience measurement systems, the new 'broadcast audience' survey covers both TV and radio.

It claims to be more accurate, taking in 'channel hoppers' who listen for less than five minutes to a programme, along with 'out-of-home TV' watching such as football in pubs.

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