RAJAR Announces 2007 Measurement Contract Details
RAJAR has unveiled plans for a two-year audience measurement contract starting in January 2007, to be split between Ipsos MORI, RSMB and TNS, with RAJAR joining forces with BARB on an experimental electronic data-capture programme.
The new two-year contract will allow RAJAR to introduce improvements including a simplified radio map, faster data delivery and more efficient use of samples. The contract will mean that information will be available more immediately and individual listening behaviour will be able to be tracked for the first time.
There will also be an increase in the number of stations being measured and stations will be able to be looked at individually across the platforms.
RAJAR’s updated data collection method will mean that the UK is the first radio market in the world to provide audio listening data separately via digital platforms, allowing listening to be broken down by analogue, DAB, DTV and internet, with listening data across digital platforms becoming part of the standard audience measurement.
The three supplier contracts, which will run concurrently, will see Ipsos MORI provide an improved diary service with data turn around times reduced by up to two weeks; RSMB taking responsibility for sampling, weighting, processing and reporting, together with overall quality control; and TNS recruiting, installing and operating an electronic measurement panel commissioned in a joint venture by RAJAR and BARB.
Ipsos MORI and TNS are also involved in a programme to trial PDA diaries, which will be incorporated into the survey if they prove to be an effective tool amongst younger men, who are notoriously difficult to measure.
The electronic measurement panel, based within the M25, will provide key insights into radio audience listening, with RAJAR allocating an extra £3 million funding across two years, and should give a better picture of the differences between diary and audiometer data collection.
The panel has agreed that Arbitron PPM is the most effective electronic measuring device, with Paul Kennedy, research director at RAJAR commenting: “It’s not perfect but this is as good as it gets.”
Whilst there are still no solid solutions to the problems with compliance, attempts to improve this will continue. The board was unanimous that there needed to be a gradual transition to solely using electronic meters. Sally de la Bedoyere, managing director of RAJAR, said that in two years if all data can be captured electronically, it will be.
The partnership with BARB intends to give the organisation a more rounded understanding of the potential for portable metres for television measurement and the issues involved in detection, identification, processing and reporting.
De la Bedoyere said, “We are delighted that BARB has agreed to our proposal to establish a joint electronic panel and, whilst their requirements are different to ours, it makes eminent sense to work together on this project. RAJAR and BARB are demonstrating the ability to work together to the benefit of both organisations. This project allows us to pursue our own agendas and provides opportunities to take measurement of both media forward.”
Chris Mundy, controller of audience research at the BBC, said, “We’re moving forward in a concrete way and we absolutely welcome it.” Alison Winter, CRCA research and communications manager added, “This is a future looking contract.”
The first results for the new contract will be released in Q2 2007.
RAJAR: 0207 292 9040 www.rajar.co.uk