Radio test
The radio test is a survey of the Austrian total population aged 10 years over the respective radio usage , the Austrian radio station set with the help of, among others, the promotional prices.
method
Every year around 24,000 interviews (disproportionate distribution according to federal states ) are carried out and summarized on a rolling basis for 12 months each. The CATI method (Computer Assisted Telephone Interview) is used. Sampling is based on the random last digit method .
The clients are RMS (Radio Marketing Service), ORF and individual private radio stations ; the radio test is carried out by GfK Austria, the Austrian branch of the German GfK .
evaluation
Results of the survey:
- Market share
- Daily range
- Listening time
- Quarter-hour ranges
- Sociodemographic characteristics
The evaluation is carried out separately according to two target groups: on the one hand, the data of all Austrians aged 10 and over are published, on the other hand, the results are limited to the advertising-relevant core target group of 14 to 49 year olds.
Radio test affair (April 2016)
On April 19, 2016 it became known that the radio test numbers had been manipulated over a period of at least four years, from 2011 to 2015.
GfK admitted that this was a deviation of one to three percentage points. So far, the company has not wanted to comment on details such as the amount of damage, but corruption and oversight have been ruled out.
The ORF in particular would have benefited from the manipulation, in particular the Ö3 broadcasters and the ORF state radio stations. According to the media, the market research institute is now threatened with claims for damages. An independent company investigation was ordered.
On April 21, the managing director of GfK Austria, Alexander Zeh, announced his immediate resignation. The company denied any connection between the affair and Zeh's resignation. Zeh himself has not yet issued an opinion. GfK is now temporarily managed by the second managing director, Thomas Bachl.
The Association of Austrian Private Broadcasters is demanding compensation from GfK and ORF, they are talking about up to 20 million euros in lost advertising income.
Web links
- Radio test / results from ORF media research
- Radiotest at RMS-Austria, the advertising marketer of Austrian private radio stations
Individual evidence
- ↑ a b Kleine Zeitung GmbH & Co KG: Manipulation - Radiotest GfK managing director resigned. In: Small newspaper. Retrieved on April 21, 2016 (German).
- ↑ a b Error in radio test survey. In: derStandard.at. Retrieved April 21, 2016 .
- ↑ HORIZONT: Apparently there was an error in the radio test survey. In: HORIZONT. Retrieved April 21, 2016 .
- ↑ Faulty radio test: GfK threatens lawsuits. In: krone.at. Retrieved April 21, 2016 .
- ↑ Radio test manipulations: Damage of up to 20 million euros possible. The April 29, 2016 standard.