Research Reveals Support For RAJAR

RAJAR’s decision not to introduce electronic measurement in the immediate future has received the support of 63% of media industry figures, according to a recent MRG poll.

The study of 130 Media Research Group members reveals that the majority of industry professionals are reluctant to see RAJAR adopt the Arbitron Portable People Meter or the Radiocontrol wristwatch without further evidence of their accuracy (see NewsLine).

Respondents from research agencies and media owners identified the need for more extensive testing and further comparisons to the existing diary system of audience measurement. Members also recommended conducting tests and developing new technologies outside the restrictions of the live trading environment to avoid the disruption caused by the introduction of the new BARB methodology at the start of 2001.

Of the 37% of respondents in favour of introducing electronic measurement, most fell into the non-radio media owner category. These members believe audio meters would produce a better quality of data and want to see RAJAR take advantage of the opportunities posed by new technology for real time measurement.

Speaking at the recent Radio Academy Festival in Birmingham, outspoken Wireless Group chief executive, Kelvin MacKenzie, reiterated his threat of legal action against RAJAR following its rejection of electronic measurement (see MacKenzie Off To Court Over Electronic Measurement).

Media Research Group: www.mrg.org.uk

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