RAJAR To Carry Out ‘Pioneering’ Audiometer Tests

RAJAR is to carry out what it claims are ‘pioneering’ tests of three different audiometers as part of plans to upgrade its existing diary system of audience measurement to a new electronic method by 2007.

The Audiometer Validation Test will take place next month to determine how well the Arbitron Portable Meter, the Eurisko NOP World Media Media Monitor and the GfK/Telecontrol MediaWatch measure listening to 33 different radio stations.

Around 250 people will take part in the trials, which will seek to recreate a variety of real life listening environments. RAJAR has specified several key criteria which the audiometers should fulfil, including the ability to identify both music and speech-based stations against a variety of background noises.

The results from the trial, which have been designed in conjunction with the National Centre for Social Research, will be presented to the RAJAR board in December. They will determine how quickly the company can progress with its plans to update its existing measurement system (see RAJAR To Upgrade Audience Measurement System).

RAJAR’s research director, Paul Kennedy, said: “We have created a pioneering test, which we believe will assist RAJAR in selecting the very best audiometers for the future job of radio audience measurement. Once we have analysed the results from these tests and, assuming we have a successful audiometer or audiometers, then we will be able to progress quickly to regional fieldwork tests and a new specification in 2005.”

Last month RAJAR published its ‘roadmap to change’ as a realistic approach to addressing the potential benefits of electronic measurement, whilst ensuring the integrity of the currency used to trade millions of pounds worth of radio audiences each year.

RAJAR must complete a number of tasks to achieve its goal of potentially introducing electronic measurement by 2007. One if the first of these involves the conclusion of a major six-month consultation with advertisers, media agencies and broadcasters on the best way to develop its current diary system (see RAJAR To Upgrade Audience Measurement System).

RAJAR: 020 7903 535 www.rajar.co.uk

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