The Essentials of Radio Audience Measurement in France

The core of radio audience measurement audience measurement Quantitative study of the frequency of use of media. Find out more in France is based on the EAR study study Any research done across a population, line of business, or products (programme content, programme schedules, etc.) A study relies most often on the data coming out of a survey (or surveys). Find out more (Etude Audience Audience The set of listeners, viewers, or TV viewers in which each individual is equally weighted, regardless of their listening/viewing duration or frequency of contact. Find out more Radio), which serves as the benchmark for audience measurement for this medium medium In the broad sense, any means of communication that could convey an advertising message. This is also the name given to various components of a media: TV networks, radio stations, press titles, etc. Find out more nationwide. Designed and conducted by the Médiamétrie institute, EAR takes the form of an ongoing survey survey A statistical method that aims to produce information about a population by interviewing part of the population (sample). This word is generally used to mean a survey conducted on a sample that have been interviewed using a questionnaire or else systematically observed. Find out more . It provides precise data data Digital data Find out more on radio and station audiences on an average day average day Data relating to an average day correspond to the arithmetic mean of the corresponding data over the different days of the week, with this average being calculated over all of the weeks in the period studied. The idea of the average day Monday-Friday is also used: the week is then limited to five days. Find out more , while analyzing listeners’ listening behaviors over several days.

This comprehensive measurement takes into account the diversity of the radio landscape:

• Station types: nearly 1,000 radio stations are measured, whether general-interest, music, or specialty stations.
• Geographic coverage coverage The audience accumulation over a long period (week, month, etc.) This is the number or percentage of people having had at least one contact, of any duration, with the media studied during the time period. It is calculated based on continuous panels. Find out more : the study includes both local and national stations.
• Broadcasting technology: both terrestrial terrestrial Refers to a system for transmitting an analogue or digital signal using electromagnetic waves that do not require equipment for transmission. This is true for terrestrial television broadcasting (DTT) and satellite broadcasting, as opposed to broadcasting by cable, telephone line or optical fibre. Find out more and digital digital A signal is said to be digital if it can be represented by a series of discrete values that can be coded in binary as either 0 or 1. It is the opposite of analogue signal. Digital broadcasting has become the primary mode for television broadcasting, whether by cable, satellite, or even terrestrial. Find out more broadcasts are fully accounted for.
• Consumption methods: listening is measured live (live) or on-demand (replay), regardless of the reception method, the device used (computer, smartphone, radio, etc.), or the listening location.

Who is this measurement intended for?

The results of the EAR study are intended directly for radio stations, advertising agencies, media agencies, and advertisers. This strategic data helps them establish and adjust their program schedules, deepen their understanding of their audiences, and effectively monetize their advertising inventory.

The EAR study methodology: A dual-track approach

To adapt to the unique characteristics of radio and track changes related to the transformation and digitization of listening habits, the EAR study’s methodology is based on a dual-track, complementary approach.

1. The ongoing telephone survey

The first pillar of the measurement is a robust telephone survey conducted daily. Every day, from a call center based in Amiens, nearly 100 qualified interviewers survey approximately 350 people aged 13 and older. The interview focuses specifically on their radio listening from the previous day. Cumulatively, this approach represents a massive volume of 100,000 telephone interviews conducted each year.

2.

At the same time, a second system relies on a panel of approximately 6,000 individuals, also aged 13 and older. These panelists wear a miniature audience meter audience meter A device for measuring the audience of radio or television programmes. Audience meters automatically register whenever a TV or radio is switched on or off, as well as each change of channel, and each time recorded content is played on the decoder, or catch-up / preview services are viewed. They also allow for individual audience measurement via a remote control with push buttons; each member of the household has their own button which they use to state their presence in the room. The audience meter is connected via the telephone network to a computer that collects and processes the data gathered. Find out more called Rate On Air. This device operates entirely automatically: it detects inaudible markers that have been pre-embedded in the audio of radio programs. Throughout the day, the audimeter thus autonomously identifies the stations received and listened to by each panel member.

Key results and indicators from the radio measurement

The combination of these two methods enables Médiamétrie to produce and publish various benchmark indicators for the advertising and publishing markets:

• Through the telephone survey: it identifies fundamental metrics calculated over an average day, namely cumulative audience, average average The average is one of the most important statistical indicators for a set of numbers. By default, it is the arithmetic mean, calculated by adding the values in the set and then dividing that sum by the number of values. Find out more quarter-hour, audience share audience share The audience share, or market share of an event (programme, advertising slot, channel, station, etc.) is the ratio of the average audience for that event and the average audience for the media over the same time slot. This gives an indicator of the relative performance of a channel or station relative to their competitors. Find out more , and listening time. These results are broken down at the national level (EAR National) and local levels (EAR Local and EAR Île-de-France).
• Through automated measurement (EAR Insights): this section provides an in-depth analysis of audience reach reach Reach is the term used to describe the reach achieved by a medium, publication, advertisement or campaign. It corresponds to the number of users reached and is therefore quantitative data. Reach plays a key role in measuring return on investment. It is used to determine whether or not the communication is effective. Whether for a website or a social network, reach corresponds to the proportion of the Internet user population or the audience reached by the site or network over a set period. Find out more and radio listener listener Someone who is listening to a radio station, an aggregate of stations or a coordination; this generic term can also be used for television (however, its preferred term is "TV viewer"). Find out more loyalty. The reports offer insights over longer time periods—weekly and monthly—both nationally and in the Île-de-France region region Geographic division. Mainland France is organised into 13 administrative regions (INSEE regions - there were previously 22 regions). Find out more .
  

A certified measurement system driven by the market

To ensure transparency and the constant adaptation of the measurement system to the realities of the sector, a radio committee regularly brings together the main market players. Together, they collectively oversee methodological developments in the study.

Furthermore, to ensure the highest level of confidence in advertising transactions and editorial analyses, the Center for the Study of Advertising Media (CESP) certifies the quality of this audience measurement through regular audits. Thanks to this rigorous approach, Médiamétrie’s clients have access to reliable data that enables them to make informed decisions and take effective action.