The Radio Joint Audience Research today gave a new, four-year contract to the research contractor IPSOS-RSL. The company already holds the current Rajar contract but had to compete with four other rivals for the £11 million deal (see RAJAR To Announce New Research Contract).
The decision was unanimous, with the joint board of Rajar – made up of the BBC, the IPA and Commercial Radio – all agreeing that IPSOS-RSL should deliver a new RAJAR methodology as part of the contract.
Paul Brown (Commercial Radio Companies Association) commented upon the united front put up by the Rajar board:
“It is a testament to the strength of the joint industry principle that the BBC and Commercial Radio have been able to develop an improved methodology for measuring radio audiences. We are also pleased that the IPA have played a key role in the process.”
The BBC’s Jenny Abramsky added:
“We all feel confident that the time and money spent will ensure that Radio continues to have an effective audience measurement system to take it into the digital age.”
The aims of the new methodology will be:
– To display better diary design to deal with increasing numbers of stations.
– Have a more robust and effective sample.
– Access one-to-one contact with ‘difficult’ audience groups such as 15-24 year olds.
– Provide rolling three-month data to reduce fluctuations.
– Report on all stations’ performance every quarter.
Radio Advertising Bureau head of media planning services, Rupert Steele, stressed for the media planner the most relevant points. These include the quarterly ‘rolling data’ having a similar system to the “tried and trusted” approach of the NRS, the Personal Repertoire Diary being easier to use and accommodating to the new choice of services, and key technical changes resulting in a higher effective sample.
RAJAR Website – http://www.rajar.co.uk/.
RAJAR: 0171 306 2525.
