Commercial Radio Australia (CRA) announced this week that it will adopt a new, hybrid methodology when it comes to measuring radio audiences, with a reliance on paper diaries finally coming to an end.

CRA has worked with ratings data provider GfK on a new Radio360 system, which will include a mix of listeners wearing an electronic watch meter, as well as e-diaries, with paper diaries to be slowly phased out. Live streaming data will also be integrated into the multimillion-dollar system from 2022.

In this special episode of the Mumbrellacast, CRA chief executive officer, Joan Warner, and GfK ANZ managing director, Dr Morten Boyer, join Mumbrella's Zanda Wilson to break down the changes in greater detail, and discuss the implications of the changes to both media owners and media agencies moving forward.