Australia's radio stations will soon have a more 21st century approach to finding out just who is listening, with the demise of the old paper diaries.

Commercial Radio Australia (CRA) has announced German market research company GfK have scored a three-year contract from 2014, introducing mobile data capture and an e-diary.

The system will run on computers, tablets and mobile phones, synchronised across the internet.

In a statement CRA CEO Joan Warner said the system will offer stations a multi-mode approach to data collection.

"As part of the new relationship, GfK will utilise their worldwide expertise and work closely with the industry to conduct leading edge and innovative trials of electronic devices in the first two years of the contract," Warner said.

In addition to the diaries GfK will also recruit up to 5000 people each year to form a radio audience behaviour panel, going beyond measuring real-time listening and examining the role radio plays on the internet and with mobile listening.

Warner said the company was awarded the contract after a five-month tender process.

"GfK was chosen by the industry to move radio audience measurement forward in the immediate future due to its extensive international experience, reputation for research excellence, and innovative but rigorous approaches to the measurement challenges ahead."

The company operates similar radio ratings systems in several other countries, including the Netherlands and Germany.

 

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