For advertisers, a strong audience currency is not simply a research tool. It is what helps you
make better choices, compare opportunities properly, defend investment decisions, and
understand the true value of the audiences your brands are reaching.
We are therefore pleased to share a reassuring update on the progress of the new industry
radio audience measurement system.
Following the industry tender process last year, the Broadcast Research Council appointed
GfK, now part of NielsenIQ, to design and implement the new radio audience measurement
study. GfK brings extensive international experience and operates similar radio
measurement systems in several markets globally. This gives the industry confidence that
the new methodology is credible, robust and aligned with international best practice.
The new survey went into field in October 2025. The study has been designed as a four-
wave rolling sample, with each wave in field for 3 months. This means the official industry
currency will ultimately be based on a 12-month dataset made up of four equal waves. As
each new wave is added, the oldest wave drops off.
This approach is widely used because it produces stable, reliable and trend able audience
data, while smoothing out short-term seasonal listening variations.
After the first and second waves were completed, the results were reviewed by the Radio
Technical Subcommittee and the Radio Research Committee. They are very happy with the
data that has been collected thus far. To date their view is that that data should only be
released once the full 12 month fieldwork period has been completed as releasing numbers
too early based on a partial sample could create unnecessary instability and potentially
misleading comparisons later.
In other words, the industry has chosen credibility over speed.
That is the right decision for advertisers.
Early-stage data can be useful, but official audience currency needs to be dependable. It
must be strong enough for agencies to plan against, for advertisers to invest against, and for
media owners to stand behind with confidence. Importantly, the early signals from the first
two waves have been encouraging. Fieldwork for Wave 3 is currently underway and
progressing well.
At United Stations, we welcome this progress. Radio remains one of South Africa’s most
powerful, trusted and effective media channels. The return of a robust industry currency will
help advertisers evaluate that strength with greater confidence, sharper evidence and better
context.
In short, radio research is firmly back on track, and the industry is taking the right steps to
ensure that when the numbers are released, they are useful, stable and worthy of your trust.
We will continue to keep you informed as the process develops.
– Rivak Bunce, MD United Stations
