Norwegen ist das erste Land, das das Radiohören in Autos auf der Grundlage passiver Messungen misst

Norway, January 14, 2020– After 4 years of development and testing, Nielsen has now launched the world’s first passive measurement of radio listening in a car, as part of the official audio measurement in Norway.

The method is based on a combination of proprietary algorithms and the accelerometer that is built into each of Nielsen’s measuring chips for audio, PPM (Portable People Meter). Members of Nielsen’s listening panel carry the measuring chip with them throughout the day, and in this way it can be identified what proportion of the radio listening takes place in a car.

With this innovation, Nielsen’s radio customers in Norway are the first in the world with detailed and precise insight into listening in a car. This type of insight is relevant for further development, both from an editorial and a commercial radio perspective. Broadcasters are given the opportunity to quantify more reliably who and how many people listen to radio in the car, and what kind of content is chosen on the ride. Commercially, driving is considered a particularly valuable time to reach out to people with advertising messages, close to the time of purchase.

The first 2 weeks of 2020 show that 17% of the total listening takes place by car. The figures partly indicate large differences between the age groups, where people aged 30-49 have the largest share of listening in a car with 27%. A larger proportion of men than women’s radio listening takes place in a car, with 21% for men and 14% for women, respectively.

"Wir sind stolz darauf, dass wir die ersten in der Welt sind, die die Hörerschaft im Auto auf täglicher Basis erfassen. Dies gibt uns als Rundfunkveranstaltern wichtige und neue Einblicke in die Art und Weise, wie das Medium Radio den Hörer über den Tag hinweg begleitet. Aus kommerzieller Sicht freue ich mich auch zu bestätigen, dass ein signifikanter Anteil des Radiohörens im Auto stattfindet, was eine interessante Information für unsere Werbekunden ist, die den Hörer oft auf dem Weg zum Geschäft treffen wollen", sagt Åse Marit Linberg, Senior Analystin der P4-Gruppe, im Namen der Lenkungsgruppe für Audiomessung in Norwegen.

“It is very fun that we can now offer this extra dimension to the measurement we deliver to the Norwegian market. The Norwegian audio broadcasters are at the very top when it comes to cooperation and facilitation for joint development for the industry, and this global launch is a result of just this “, comments Nielsen’s commercial director, Ragnhild Herlofsen.

Nielsen wird in den nächsten Jahren weiter in dieses Produkt investieren und es verbessern.