RAJAR Ponders Timing Of Quarterly Data Release
Radio audience measurement body RAJAR is considering plans to release its quarterly listening figures earlier in the day following enquiries from a number of commercial radio stations.
A number of large market-listed broadcasters are understood to have pointed out that under the current system they receive the data at 6:00 am, five hours before it goes on general release to investors and others within the radio industry.
So far there has been absolutely no evidence of abuse, but some in the industry see potential dangers in the time gap between a selected few receiving the figures and their general release. Share prices of the four listed radio groups, Capital, GWR, Chrysalis and Emap, tend to fluctuate as analysts and investors try to anticipate the outcome of the RAJAR results.
It is understood that commercial radio companies want to receive the listener information at the same time as the BBC and the Commercial Radio Companies Association, which are given basic figures the night before the general release.
RAJAR’s managing director, Sally de la Bedoyere, said the ratings body would consider releasing the information to all parties earlier. However, she emphasised that the practice of releasing the figures under embargo on the eve of publication had been scrapped after a number of leaks.
De la Bedoyere told the Guardian: “A couple of stations have questioned whether it is legal from the point of view of them getting the information prior to the embargo. This is quite normal practice and perfectly legal. However, having had some stations question the timings, we will happily review the situation.”
RAJAR has been in the spotlight recently after launching a major six-month consultation with advertisers, media agencies and broadcasters on the best way to develop its current diary system of audience measurement. The initiative has the backing of industry bodies, ISBA and the IPA (see RAJAR Launches Consultation On Electronic Measurement).
RAJAR: 020 7903 535 www.rajar.co.uk
Recent Radio Stories from NewsLine Radio Festival Puts Spotlight On Advertising To Over Fifties DAB Broadcasters Face Threat From Ipod Generation Television Will Lead Switch To Digital Radio
Subscribers can access ten years of media news and analysis in the Archive