RAJAR Publishes Findings Of Measurement Consultation
Radio ratings body RAJAR has published the much-anticipated findings of its consultation period on the future requirements of electronic measurement, stating that any new system must be demonstrably better than that which currently exists.
The consultation period, launched in April 2004, attracted hundreds of responses from the BBC and commercial radio, advertisers, agencies and system providers. There were also a wide range of comments from stakeholders, with RAJAR claiming to have found an overwhelming sense that “a single audience measurement system across BBC and commercial radio had been valuable to the industry in the past and would continue to be essential in the future”.
Amongst the other findings were that accuracy and robustness was key to any new system, and that the current definition of a listener, someone who records listening for 5 minutes or more, could be redefined and based on passive exposure, with a listener only needing to be present when a radio is nearby for a period as short as one or two minutes.
Elsewhere, the consultation found that the BBC, and those commercial radio groups with multi-platform distributions, were keener to establish a system for separate measurement of radio platforms than their analogue-only rivals. RAJAR also stated that advertisers and agencies would like to see more platform differentiation than is currently available.
There was a general assumption amongst respondents to RAJAR’s consultation that audiometer-based measurement would increase the speed and frequency of data availability. Although the ratings body was eager to stress that, in practice, this depends on the sample sizes and methodology employed by a new system. There was no consensus on how frequently the data should be produced with opinions ranging from weekly to maintaining the status quo of quarterly data releases.
There was, however, consensus over the measurement of time-shifted listening, with most respondents agreeing that it is an effect which needs to be part of the new system’s figures, rather than examined separately. There was particular emphasis on the inclusion of listening to the BBC’s Radio Player service.
There were also concerns expressed by all respondents over the potential costs of a new measurement system. Last year RAJAR’s managing director, Sally de la Bedoyere was accused of “scaremongering” by outspoken Wireless Group chairman, Kelvin MacKenzie, after estimating that electronic audience measurement could cost up to £25 million a year to operate (see Cost Of Electronic Measurement Causes Controversy).
Overall, RAJAR stated that there was agreement between all stakeholders that, at some point, the new system will embrace audiometer methodology, at least in part, but that “a period of introduction, education, information and careful management” is vital to its successful implementation.
The results of the consultation come just days after RAJAR gave members of the Media Research Group a “sneak preview” of its second phase of audiometer testing. The full results of the trials are expected next month (see RAJAR Lifts Lid On Audiometer Tests).
RAJAR: 020 7903 535 www.rajar.co.uk
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