GFK Pulls MediaWatch From RAJAR Audiometer Tests
Radio audience measurement body, RAJAR, has announced the much-anticipated results of its tests into the latest audiometer technology, selecting devices from Arbitron and Eurisko to go forward for more trials this year.
The aim of RAJAR’s tests has been to determine how well different audiometer devices perform in identifying up to 33 different radio services, playing both music and speech-based content, in as wide a variety of real life situations as possible.
The ratings body states that the three audiometers which underwent the trials, the Arbitron PPM, the Eurisko Media Monitor and the GfK/Telecontrol MediaWatch, were subjected to the same listening conditions over the course of a weekend in November 2004, generating hundreds of unique listening environments.
Amongst the criteria which RAJAR required the audiometers to fulfil was the ability to identify all programme formats equally, whether listening to music or speech, against a variety of background noises, as well as being able to cope with differing volume levels and movement by the wearers.
RAJAR states that, while it did not anticipate the results would reveal 100% accuracy from any or all of the audiometers on test, it had hoped they would be able to identify listening correctly across FM, AM and DAB in a variety of day-to-day conditions.
However, RAJAR’s research results show that the the Arbitron PPM and the Eurisko Media Monitor produced very similar levels and patterns of listening and, although there were variances, both devices recorded more listening occasions than the GfK/Telecontrol MediaWatch.
Commenting on the results, Sally de la Bedoyere, managing director of RAJAR, said: “Following the results of our in-depth Audiometer Validation Test I am pleased to announce that RAJAR has selected two audiometers, the Arbitron PPM and the Eurisko Media Monitor, to go forward to the next step of field testing, for which plans are already being designed. Our decision in based solely on the needs of the UK market, where monitoring AM, FM and digital broadcasting is highly complex.”
She added: “RAJAR has selected the Arbitron PPM and the Eurisko Media Monitor meters following analysis of the Test results, which showed that, despite using different techniques, both audiometers identified very similar numbers of listening sessions. Their level of correct identification was in line with that anticipated when designing the test. Additionally, it must be remembered, that RAJAR’s budget for audiometer testing is a finite one.”
However, the radio ratings boss did not rule out a return of GFK to RAJAR’s testing process in the future, stating: “Following the results of the Audiometer Validation Test, GfK/Telecontrol MediaWatch is currently making adjustments to its editing software and increasing the frequency of data collection from three to six times per minute and has withdrawn from the RAJAR test programme. However, RAJAR would be happy to review the situation, if appropriate, in the future.”
The latest results mark another step forward in RAJAR’s introduction of electronic audience measurement, a goal which the ratings body has pledged to achieve by 2007.
However, much could change in the run up to the installation of a new audience measurement system, with advances in technology sure to impact on the design and implementation of RAJAR’s new methodology. Speaking at a “sneak preview” of the test results last month, RAJAR’s research director, Paul Kennedy, revealed that a fourth audiometer is currently under development by Ipsos-RSL, understood to employ “mobile communications technology” and capable of measuring radio and TV consumption (see RAJAR Lifts Lid On Audiometer Tests).
Despite the ongoing trials to select a measurement device to be used in an electronic system, RAJAR has published a finalised outline of what such a system needs to provide, stating that audiometer technology is the key to delivering the desired results. Announcing the findings of its consultation period on electronic measurement last month, the ratings body revealed a consensus amongst its stakeholders that, at some point, the new system will embrace audiometer methodology, but that “a period of introduction, education, information and careful management” is vital to its successful implementation (see RAJAR Publishes Findings Of Measurement Consultation).
RAJAR: 020 7903 5350 www.rajar.co.uk
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