Clarification regarding new listener survey for local radio

TONO has been informed that information has been distributed to players in the local radio industry regarding a new listener survey. The marketing for the survey states, among other things:

"The measurement is done in collaboration with Infact and it is approved for use by TONO. You do not need any other tests than this one!" (Quote from email sent on November 14 to local radio stations regarding the survey.)

TONO opened up a reduced music hourly rate for channels with low listenership in their broadcasting areas from January 2018, and since then we have received documentation from broadcasters with results from Kantar's official CATI surveys. Documentation of actual listening is not a requirement to obtain a license from TONO, but is an option for local radio stations. A number of niche channels and small local radio stations have had their TONO remuneration reduced with this adjustment compared to previously.

Kantar's surveys meet several important criteria to be used as documentation of actual weekly listening. In addition to being conducted by an established and recognized media research company, there is full transparency around the measurement process, documentation is presented on the sample, questions and method, the survey is conducted over a long period of time and with a significant number of interviews covering the entire broadcast area for each local radio channel.

As of November 2023, TONO has not been presented with alternative listener surveys that meet similar criteria, and it is therefore not possible to quality assure results or compare across surveys. Consequently, TONO has not approved any such alternative survey.

TONO is serious about being associated with an information campaign that we have neither supported nor approved.

For more information:

Herman Foss, Advisor in the Media Department at TONO, herman.foss at tono.no
Willy Martinsen, Communications Director at TONO, willy.martinsen at tono.no, tel. +47 909 65 254