RAJAR To Upgrade Audience Measurement System
Radio ratings body RAJAR has today set out a detailed timetable for upgrading its existing diary system of audience measurement to a new, potentially electronic method by 2007.
The ‘roadmap to change’ has been agreed by the RAJAR board 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.
It plans for the launch of the tender process in April next year, with a contract for measurement awarded as early as September 2005. Four new contenders are already bidding for the contract and two alternatives to the current system are understood to be in advanced stages of development (see RAJAR Auditions New Electronic Audio Meters).
Commenting on the schedule, RAJAR’s managing director, Sally de la Bedoyere, said: “The RAJAR roadmap to enhanced radio audience measurement is ambitious, but certainly achievable. It is the final stage of a journey RAJAR began in 2001 and it leads to a seismic change in radio audience measurement, namely the possible move to electronic measurement.”
She added: “We are optimistic that, by 2007, we will be heralding the introduction of an audio-meter based methodology, which measures analogue, digital, digital TV and Internet listening and we shall continue to work vigorously in the pursuit of this goal.”
RAJAR must complete a number of tasks to achieve its goal of introducing electronic measurement by 2007. 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 Launches Consultation On Electronic Measurement).
RAJAR is also in the process of conducting extensive tests into the latest electronic audiometers developed by Arbitron, Radiocontrol and the new Eurisko Electronic Media Monitor. The company has already invested £800,000 in these trials after initial research raised concerns over the accuracy of electronic measurement as a whole (see RAJAR To Invest In Further Electronic Measurement Trials).
Once the new contract has been awarded in September next year, RAJAR will embark on the final phase of its enhanced audience measurement scheme. This will see the successful tenderer prepare for a period of trial runs with the diary and selected audio-meter. Assuming the parallel runs begin in April 2006, stations would be able to compare and analyse new data in October 2006 with a view to going live in January 2007.
De la Bedoyere said: “RAJAR is tasked by its subscribers to select the very best methodology for the radio industry, nothing less is acceptable. This is an industry-backed plan and will mean radio groups and their commercial partners can be assured RAJAR will continue to deliver thoroughly tested and accurate ‘gold-standard’ data.”
Electronic measurement has been the cause of much contention over recent months following the launch of GfK’s National Broadcast Survey, which uses a specially-enabled wristwatch device to measure both television and radio audiences (see New Study To Shake-Up Audience Measurement?).
The Wireless Group’s Kelvin MacKenzie claims this system provides a more accurate picture of radio listening. He is currently attempting to sue RAJAR over the alleged inaccuracy of its diary method and its decision not to replace it with a new electronic system (see MacKenzie To Claim £66 Million In Damages From RAJAR).
RAJAR: 020 7903 535 www.rajar.co.uk
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