NLO to test minute-by-minute radio measurement

NETHERLANDS — The Dutch Audience Survey, NLO, is exploring the use of smartphone apps to be able to report on radio audiences on a minute-by-minute level.

NLO, which has announced that it is extending its radio audience measurement contract with GfK, will explore the use of smartphone apps in parallel to its current continuous audience measurement survey.

NLO’s existing contract with GfK covers the application of radio diaries, in which respondents fill in their radio listening behaviour per quarter of an hour. This has been extended until the end of 2016, and will remain the basis for establishing radio audience ratings until then. Minute-by-minute measurement will be investigated in parallel to this approach.

More information can be found here.