1. Statistics Killed The Radio Star (yes it did)
Michael Shadbolt Otumoetai College
Presentation for Auckland Math Association Statistics Day, 25 Nov 2016
Created: Nov 2016 Michael Shadbolt, Otumoetai College.
Based on multiple sources and inspirations Image source:

2. Introduction Otumoetai College
State Co-ed in Tauranga. ~1950 students, decile 7. 2IC Math Dept. 10 years teaching. L3 Statistics for most of that.
Previously:
Diploma in Commercial Broadcasting (NZRTS)
Marketing and Promotions Manager for Radioworks Tauranga (Mediaworks)
Breakfast Producer for Classic Hits Wellington (TRN/nzme)
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3. What is the Number One radio station in New Zealand?
Suggestions? Image:

4. Source: GfK_RAM_Total_New_Zealand_Press_Release_Survey_2_2016.pdf
From:
How can The Edge be Number 1, and Newstalk ZB be Number 1? Answer: We’re measuring two different things. Cume: Total different listeners at some point in a week. Share: Percentage of total commercial radio listening. People listen longer to talkback than music. Older people listen more than younger people.
Who has the most listeners? The Edge. Who is the most listened to? Newstalk ZB
Note: This is for commercial stations only. Nationwide, the weekly cumulative audience for RNZ National is 529,000 or 13.2% of the 10+ population. Among all radio stations in New Zealand, RNZ National’s station share is 11.1%*, which would put it Number 1 for Share

5. Source: http://www. gfk

6. What is the Number One radio station in your region?
Suggestions? Image:

7. Region: Share/Cume leaders
Nth: More/More
Auk: Newstalk/Edge
BoP: Coast/Edge
Wai: Rock/Edge
Tar: Sound/Edge
HB: Edge/Edge
Mnwt: More/More
Nels: Edge/Edge
Wgtn: Newstalk/ZM
Chch: More/More
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Source:
Dun: Rock/Edge
Sth: Edge/Edge

8. Wait, let’s take a step back… isn’t radio dead?
Especially with youth?
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9. 75.1% of Kiwis aged 10-17 listen to a commercial radio station in NZ each week
Source:
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Note: Nationwide, the weekly cumulative audience for RNZ National is 529,000 or 13.2% of the 10+ population. Among all radio stations in New Zealand, RNZ National’s station share is 11.1%*
*As at 10 Nov Source:

10. Demographics and Market Segmentation
PPDAC: Problem: Background research and understanding context
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11. Place on the Quadrant Graph
Newstalk ZB
Radio Hauraki
Radio Sport
The Sound
The Rock
Flava
The Hits
The Edge
Coast ZM
Horizontal axis: Younger audience to Older audience. Vertical: Female skew to Male skew
Quadrant graph: Try to place the following radio stations, as to the demographic that they are pitching to:
Newstalk ZB, Radio Hauraki, Radio Sport, The Sound, The Rock FM, Flava, The Hits, The Edge, Coast, ZM

12. Source: http://www.trb.co.nz/station-matrix.html

13. Why do radio stations care about ratings?
Q: How do radio stations make their money? A: Ads, ads, ads.
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14. More listeners = Charge more for advertising
More listeners = Charge more for advertising

15. Robbie Rakete Radio School
Video: RRRadio Part Two
(1 min 40)
See for part one

16. Everyone is Number One! …in some demographic
You’re number one! And You’re number one! And You’re number one!

23. The Problem

24. How I feel sometimes, when I am teaching period 5… Radio is true, old-school one-to-many one-way broadcasting.
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25. How do you measure the immeasurable when it needs to be measured?
Q: Suggestions?
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26. UK Radio Listening Diary. Non-sampling errors that you can think of?
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27. USA Radio Listening Diary. Non-sampling errors that you can think of?
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28. Write down the time of day, location and station for all the times you heard the radio on Monday. (Midnight to Midnight)
Q: How hard was that?
Q: How accurate do you think you were? Q: Did you count radio that you heard, but didn’t intend to? (radio in the taxi, radio in the store/gym, visiting a relative)
Q: How do you know what station you are actually listening to?

29. In groups: What are the non-sampling errors inherent in taking these samples?

30. In groups: Invent a better way!

31. “It’s thought the local industry has tested an app from Ipsos called MediaCell, which detects inaudible codes inserted into the audio streams of any medium—principally radio, television and the internet. When people hear the sounds, their smartphones automatically capture the time, date, place and source of their listening.” It has been trialled in the UK, Italy, Mexico and the UAE.

33. Level 2 – Statistical Reports

37. Useful Websites www. trb. co
Useful Websites - The Radio Bureau – cross-industry radio promoter - Archive of audience measurement reports - For latest press releases nzme websites - Mediaworks website - Radio NZ audience measurement - The MediaCell software - A similar automated surveying device

38. Articles and Press Releases: http://stoppress. co

39. Video resources: https://youtu
Video resources: - Video of a focus group of consumers discussing radio - RRRadio Part One. In the first part of the video, the radio stars give a series of faux tips on how to succeed in the radio industry. Throughout the course of the three-minute video, several instances of presenter nudity hint at how radio is starting to shift into visual channels RRRadio Part Two. The second video is dedicated almost entirely to how radio ratings can be cherry-picked to make every station number one in at least one obscure category.

40. Find this presentation at: https://goo.gl/X06SkV