Radio networks across Asia face demands for more robust audience measurement in an increasingly competitive advertising market, the Radio Asia conference heard on Wednesday.

Delegates at the event in Hanoi, Vietnam were told radio would be expected to deliver more reliable data it fights for advertising revenue with online and mobile as well as other traditional media.

Many radio markets still use street surveys or diary methodology where listeners fill-out their listening habits manually, the audience heard.

Some research companies have developed portable people meters which listeners wear.  The PPMs automatically track their choice of stations and time spent listening.

But the new technology which is in use in the US has raised research costs substantially.

From next year, Australia will phase in the use of e-diaries (similar to diary research but through online and mobile tracking).

The updated methodology is being introduced after GFK Australia beat Nielsen to win the contract to conduct audience research on behalf of the entire Australian radio industry from next year.

E-diaries are expected to be used for about 10 percent of the survey, rising to 20 percent at a later stage.

Radio Active and All in Media, two companies who specialise in streaming technologies and apps, demonstrated how tracking online and mobile listening will deliver accurate and instantaneous audience measurement.

Better targeted radio and banner advertising can be achieved in the online space, but concerns were raised that streaming only measured part of the audience, missing the majority of audiences, listening exclusively to AM/FM broadcasts.