MacKenzie Welcomes Tfl Radio Measurement Trials
Kelvin MacKenzie’s Wireless Group has welcomed reports that audience figures provided by GfK’s electronic measurement system are “twice as accurate” as RAJAR’s current diary system.
It is understood that research carried out on behalf of Transport for London and its media agency, PHD, showed that Tfl was able to halve the amount it spent on radio spots when it planned using GfK figures instead of RAJAR data (see Major Radio Advertiser To Test GfK Survey Against RAJAR).
MacKenzie said: “PHD and Tfl have proved the one thing that we have been unable to prove regarding this technology: that it’s an accurate, effective and economic system for advertisers and agencies to use when planning their campaigns – and that it’s, in their words, far more accurate than the RAJAR diary system.”
PHD booked two sets of identical radio spots for a £500,000 road-safety campaign for Transport for London, which ran during February and March. Half were planned using RAJAR figures and the half ran with a much lighter frequency on different stations using GfK figures.
It is thought that both sets of ads produced an almost identical uplift in awareness, but that the part of the campaign booked using GfK was about half the price. MacKenzie says the findings support his claim that RAJAR’s diary system of audience measurement is “fatally flawed” (see MacKenzie To Claim £66 Million In Damages From RAJAR).
He said: “It’s great news for most broadcasters – because advertisers, instead of putting all their eggs in one or two baskets to plan their campaigns under RAJAR, will spread their investment across a greater number of stations when planning with GfK data.”
The outspoken Wireless Group chairman recently commenced legal proceedings against RAJAR and is claiming damages of more than £66 million allegedly caused by the “flaws” in the audience measurement body’s research.
However, RAJAR’s managing director, Sally de la Bedoyere, insists she will “vigorously” contest the legal proceedings and claims accusations made by former Sun editor are “without merit”. She has also emphasised that the decision not to introduce electronic measurement was taken after fifteen months of exhaustive tests (see RAJAR Dismisses Wireless Group Claims As Ludicrous).
RAJAR recently announced plans to invest a further £500,000 in testing the latest electronic audience meters developed by Arbitron and Radiocontrol. The second stage of tests will begin in July as soon as the new generation technology is available for trial (see RAJAR To Invest In Further Electronic Measurement Trials).
Wireless Group: 020 7269 7180
Recent Radio Stories from NewsLine RAJAR Dismisses Wireless Group Claims As Ludicrous Double Digit Growth Helps Radio Out Of Downturn LBC Secures Deal To Promote Singapore Tourism Board
Subscribers can access ten years of media news and analysis in the Archive