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National Radio Survey

• General
• Questions And Answers
• Terminology
• Video (2 min, In Finnish): This is how radio listening is measured

General About KRT

National Radio Survey is a joint audience research project of YLE and the commercial radio stations. It has established its position as the base study of the radio industry.

KRT provides data for radio stations to plan their programming and to monitor their audience trends. KRT also provides refined information for marketing planners in advertising and media agencies. Practically all Finnish radio stations are measured by KRT.

The subscribers of KRT are Yleisradio and the commercial radio stations that are presented by RadioMedia and Marketing Finland.

Methodology of KRT

Radio listening is measured using diaries. The respondents mark their radio listening by drawing a line to the diary that identifies the station and listening time. The annual national sample size is about 18.000 diaries.

There is a 7 day study wave every week and approximately 52 waves each year, which enables KRT to provide data about radio listening evenly throughout the year.

The base population for KRT is 9+ years old Finnish and Swedish speaking population excluding the Åland islands. Panel members are recruited by phone, and people whose telephone number is not available (ca 1/3 of the population) are contacted by mail. The sample is selected by using a random sample from the population register using quotas for municipals, gender and age groups.

Subscribers

The implementation and quality of KRT is monitored by a joint industry committee which consists of members from YLE, RadioMedia and Marketing Finland.

History Of KRT

Finnpanel has done radio research since the dawn of commercial radio in Finland in 1985. Since then diaries have been the chosen method for data collection.

In the beginning, the subscribers were the local radio station in the Helsinki area and a bit later Radiobooking. At that time, YLE (the public broadcasting company) had its own audience measurement survey.

In 1991, YLE and the commercial radio stations joined forces and the National Radio Survey KRT was born. As before, KRT was still done only a few times a year. Regional data was collected once a year.

Today, there is a research period every week and during each period the data about all stations that broadcast around the clock is collected from all regions.

For latest results, see the results page.