Norway has become the first country in the world to measure radio listening in cars on an advanced level.
The new tool is part of the official measurement system for radio listening, PPM by Nielsen Media Research. Nielsen has worked for 4 years to develop a passive registration tool for audio in cars.
This can be explained like this: All participants of the listening panel carries a box with them that registrates all kind of listening to radio and it can also detect where the user is, eg. a car.
Numbers from the first two weeks suggests that 17 % of the listening happens in cars, in Norway. Those between 30 and 49 years are listening more in cars than other age groups and men listens more to radio in the car than women.
- We are proud to be the first in the world with daily reports of radio listening in cars, says Åse Marit Linberg, senior analyst for P4. - This gives broadcasters new and important insight about how radio as a medium follows this listener through the day, says Linberg, in a press statement.
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