Track and Field Radio Index, a media ratings, monitoring and market intelligence platform is taking off in Kaduna to provide independent, authoritative and effective measurement of media content, penetration and audience data using universally accepted statistical methods and tools; it is the first of its kind in Northern Nigeria. The Track and Field Radio Index, a monthly empirical survey of radio stations’ audience will be published every 10th of the month beginning in December 2012 with initial focus on Kaduna state, and the vast Northern market eventually.
Report of the monthly survey will consistently circulate among all radio market players, notably media buyers and agencies, the stations’ operators, and other industry stakeholders.
The Track and Field Radio Index is expected to stimulate competition, deepen content development and awaken radio stations to their SWOT (Strengths, Weaknesses, Opportunities and Threats) on a regular basis for the purpose of planning and repositioning.
The Index will also put radio stations in direct purview of media buyers and advertising agencies to which the Index serves as authentic, scientific advisory for media budget spend.
A multi-media platform, the Track and Field Index® will embrace television and newspaper audience and readership/circulation surveys in the second quarter of 2013.