Singapore, 7 June 2018 – Nielsen Singapore has been awarded the tender for Singapore RAM (Radio Audience Measurement) by Mediacorp and SPH Radio. Nielsen Singapore will continue to provide measurement services for the industry from 2018-2020, with the option to renew for up to 2 years (2021- 2022). The Nielsen Watch Team has been providing the radio audience measurement and local market insights to the Singapore radio industry since 1993.
The Singapore RAM will adopt an enhanced diary approach to track the radio audience listenership through a seven day diary methodology. The radio diary survey will be fielded in two waves per year with a 2,000 representative sample for each wave. Since the start of 2018, RAM has included digital listenership. This will aid the industry’s understanding of the usage of traditional versus digital platforms in radio listening, and how digital radio content affects the individual’s overall radio listening behaviour.
With its vast array of experience providing Radio measurement across Asia, Europe, Middle East and the Americas since the 1940’s, Nielsen has brought its global radio expertise to the table, by developing a solution that leverages on technological advancements in data collection and analysis. Starting in 2018, Nielsen will adopt a two-diary methodology; Paper diary and M-diary (Mobile-Diary) to monitor radio listening behaviour.
Annette Kunst, Managing Director, Nielsen Singapore Watch, comments, “We are very pleased to be given this sustained vote of confidence by the industry as the partner of choice in providing radio currency for Singapore. It is our privilege to be able to inaugurate the first ever mobile diary in Singapore. With the latest technology, our commitment has always been to readily equip the industry with more accurate, reliable, and innovative measurement of radio listening.”
The M-diary is a proprietary Nielsen device-agnostic platform that captures radio listening digitally and is designed for the more digital savvy respondents. The M-diary can be used across fixed and mobile devices that have an internet connection, anytime and anywhere. For respondents that prefer a more traditional approach, Nielsen will offer the paper diary they can carry with them anywhere to log daily radio listening. Both data collection mediums will improve the sample representativeness and participation as we provide options to the respondents.
To better serve the evolving needs of the industry, Nielsen will employ a new analysis tool – eRAM, a leading competitive analysis and business intelligence software designed to provide a flexible, fast and easy to use software solution that will empower the radio industry to measure, plan, and make data-led decisions more effectively than before.
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For media inquiries: Sweta Patra (Sweta.Patra@nielsen.com) and Gideon Choo (Gideon.Choo@nielsen.com)
