The rapid growth of the radio industry in Sri Lanka created a need for a Radio Listenership Measurement System of international standard to provide advertising agencies, radio stations and advertisers with a regular and detailed feedback on the listenership levels of radio stations.
To fulfill this industry need LMRB set-up South Asia’s first Radio Panel in the third quarter of 2001 covering Sri Lanka excluding North & East. This Panel has now been extended to cover North & East excluding un-cleared areas.
The measurement system known as Radio Audience Points System (RAP), monitors radio listenership in 4 waves over the year in order to track changes in listenership. RAP is based on the listenership habits of individuals aged 10 years and over from radio owning households in Sri Lanka, who record their actual time of listenership of radio programs in a diary.
The Radio Audience Points (RAP) system currently comprises a panel of 4,200 representative randomly selected individuals aged 10 years and above selected from 4,200 radio owning households using 390 starting addresses.
Taking into consideration the industry demand for more regular RAP reports as a value added service, from May 2010, in addition to the current practice of Quarterly RAP Reports, LMRB would make available, monthly reports that use the last 3 months rolling sample.
Filling of diaries
Diaries with separate pages for each day of the week and provision for recording of programs in listener specified time slots were left with respondents along with instructions on how to maintain the diary.
Reporting
The System provides a Quarterly / Last 3 month Report containing the following:
1. RAP Summary Report
2. Time belt Ratings
3. Station Duplication
4. Listenership heaviness
5. Station Profiles
Above reports are available for any user defined target group based on Gender , Age & SEC
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