Profiles of Bodies Related to the Radio Industry

Advertising Standards Authority (ASA)

The ASA and its partner but independent body, the Advertising Standards Complaints Board (ASCB) manage self-regulation of advertising in New Zealand. They are fully funded by industry – media including radio, advertisers and agencies.

They have two principal roles – the first is the promulgation of the Codes of Advertising Practice and the second is hearing of complaints made by the public to the ASCB. It meets monthly and has ten members, five representing the public, four representing industry with an independent Chairperson, also representing the public.

Radio advertisements typically attract 30-40 complaints per year.

The ASA is regularly acknowledged as one of the best advertising self-regulatory models in the world with successive Governments endorsing its operation. New Zealand compares more than favourably with other countries such as Australia (where industry adjudicates only on matters of taste and decency), the U.K (where industry adjudicates only on non-broadcast media) and the USA (where there is no strong centralised system for maintenance of advertising standards).

Radio is particularly active in the ASA with two of the last four Chairmen coming from our sector.

More information about the ASA is available at www.asa.co.nz

Association of NZ Advertisers (ANZA)

ANZA is the “senior statesman” of the various advertising industry bodies, having been established in 1931.

They are vigorous and effective advocates for advertisers’ interests with particular focus on promotion of self-regulation, insistence on good quality media research and maximising value-for-money in media expenditure.

The radio sector collaborates with ANZA on a range of issues relating to their priorities and in particular support for self-regulation via the Advertising Standards Authority and resistance to unreasonable restrictions on the advertising of categories such as liquor, therapeutic and treat foods.

ANZA has two representatives on our New Research Technology Committee.

More information about ANZA is available at www.anza.co.nz

Broadcasting Standards Authority (BSA)

The BSA is a statutory body established by the Broadcasting Act in 1989, but operates at “arms length” from Government via an independent board – the Authority itself.

It functions in a similar way to the ASA – Codes are developed in collaboration with broadcasters with public complaints heard by the Authority.

Commercial radio typically attracts around 20-30 complaints a year, mostly relating to fairness & balance, accuracy and offensiveness. While the commercial radio sector would prefer to operate a completely self-regulatory system, we enjoy a generally constructive relationship with the BSA and support in particular, their focus on the freedoms conferred by the Bill of Rights in evaluation of complaints.

The Ministry of Broadcasting is required to consult with broadcasters on the appointment of one of the four members of the Authority and at least since 2003, has been responsive to our recommendation.

More information about the BSA can be found www.bsa.govt.nz

Communications Agencies Association of NZ (CAANZ)

This is the body representing the interests of advertising agencies.

With agencies being the “target market” of the Bureau, we obviously have a close working relationship with CAANZ and CAANZ members.

They are particularly interested in professional standards being active in education and awards programmes, most notably the Axis Awards (for creativity and including a major radio section), the Media Awards (again with a special section for radio) and the Advertising Effectiveness Awards. The Radio Bureau makes a financial contribution to all three programmes.

CAANZ is also very active in defence of self-regulation and opposition to bans or restrictions on advertising.

More information about CAANZ can be found at www.caanz.co.nz

Nielsen Media Research

ACNielsen is the largest media research company in the world and operates the Panorama multi-media research service, including radio (though the radio data is very much “top line” information gathered via the print industry diary research).

TRB subscribes to Panorama to expand knowledge of purchasing behaviour across a number of segments and to get a ‘feel’ for multi-media audience behaviour.

More information is available at www.nielsenmedia.co.nz

Radio Broadcasters Association (RBA)

The RBA is the sister organisation to The Radio Bureau, being responsible for the non-competing interests of commercial radio broadcasters, with particular emphasis on Government relations, self-regulation, BSA relations and the like.

Virtually all commercial broadcasters, including the two major networks, The Radio Network and RadioWorks Ltd along with 10 independent broadcasters are members. Approximately 95% of all radio advertising revenues are spent with RBA members.

The RBA is particularly active in self-regulatory matters, with the Executive Director being immediate past Chair of the Advertising Standards Authority and a member of the Codes Review Committee.

Liaison with the Broadcasting Standards Authority (who adjudicate on complaints about editorial content matters) is another important role of the RBA as is management of the NZ Music Code, aiming to ensure that around 20% of music airplay is New Zealand in origin.

The RBA is also active in liaison with education providers for the radio sector, particularly the NZ Broadcasting School in Christchurch, the NZ Radio Training School in Wellington & Auckland and the AUT’s Batchelor of Communications programme.

The RBA is also a major player in the New Zealand Radio Awards.

Because the RBA is highly complementary to the work of The Radio Bureau, it operates out of the same premises.

More information is available at www.rba.co.nz

Research International

Research International holds the contract for provision of radio audience research.

Listening habits are surveyed twice per year over a six week period, the first in late summer the second in spring. The total national sample is in excess of 12,000 respondents making it the largest field survey in New Zealand each year.

Respondents complete a daily diary for 7 days which is then collected by the RI field force for data entry and analysis. Major centres are surveyed twice per year with smaller regional centres once.

More information is available at www.radios.co.nz