City Mouse – Country Mouse: the 2018 Tony Twyman Award for Radio & Audio

The Tony Twyman Award for Best Paper at this year’s asi International Radio & Audio Conference was awarded to Ian Garland of Milton Data for his paper ‘City Mouse – Country Mouse: bringing the Big Smoke to the Bush.’ Ian described the development and application of an innovative new approach to how diary data from metropolitan markets in Australia could be used to model Reach and Frequency estimates for smaller regional markets for which only Day After Recall studies are practical. The judges felt that the paper handled a complex topic in an accessible way and that the approach used could have applications in a number of markets around the world: radio has always had a strong regional and local component in its ad spend and this approach ensures regional radio is not left behind in a world of tight research budgets.

The Tony Twyman Award is generously sponsored by

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Click here for the video of Ian Garland’s presentation.