Media Researchers Unsure About Electronic Measurement
Less than a third of media industry professionals believe that RAJAR should introduce the electronic measurement of radio audiences following pressure from Wireless Group chairman, Kelvin MacKenzie.
MacKenzie met RAJAR last week in one final attempt to persuade it to endorse the measurement system he has been funding with GfK, before he begins legal proceedings against the audience research body.
It is understood that the meeting failed to result in an agreement and MacKenzie looks set to continue with his plans to sue RAJAR for the £1.5 million a month he claims the diary system is costing his company (see RAJAR To Invest In Further Electronic Measurement Trials).
RAJAR has defended its decision to delay switching to the Radiocontrol wristwatch or Portable People Meter after extensive tests showed that neither meter was capable of delivering a radio measurement system that would meet the ‘current gold standard’.
The latest MRG poll reveals support for RAJAR’s decision and shows that the majority of media research professionals are still unsure that the introduction of electronic measurement is the right way for the audience research body to go.
However, less than 10% believed the switch to electronic measurement should not happen, which is quite a change from six months ago when more than 63% were opposed to the introduction of a new automated method.
The research suggests that media researchers are still not convinced by MacKenzie’s argument and support RAJAR’s decision to invest a further £500,000 in testing electronic audience meters as soon as new generation technology is made available for trial in 2004 (see RAJAR To Invest In Further Electronic Measurement Trials).
MRG: www.mrg.org.uk
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