BARB And RAJAR Trial To Yield Unprecedented Audience Insight
RAJAR will assess the data from its forthcoming trial with BARB on a continuous basis to obtain unprecedented insight into a number of performance measures, according to Paul Kennedy, research director at RAJAR.
Speaking at the recent Media Research Group evening meeting, Kennedy said: “The panel allows us to investigate trends of radio behaviour that have never been possible for us to study before.
“The data will give us an understanding of listeners, insight into radio consumption over time, and help us look at audience loyalty and consumption of cross-platforms. The panel data will be an Aladdin’s cave of riches.”
Kennedy said he believes there is an urgent need for more knowledge in compliance and turnover, and the two bodies will focus on looking to improve panel behaviour throughout the trial (see RAJAR Announces 2007 Measurement Contract Details).
He said the Arbitron PPM metre, the personal audience measurement device RAJAR and BARB have chosen for their new R&D panel, is not faultless and further work must be undertaken to ensure accuracy of data.
He made reference to the fact that data gathered by the diary system is different than that gathered via the PPM. “Are such differences real or are they because the diary is inaccurate or because the metres are inaccurate?” he questioned. “Are they both inaccurate or are they measuring different things or because of all of the above? We suspect it may be a combination of all of those things but we don’t know yet and we need to improve that.”
However, it appears that the trial is well on target, with Kennedy divulging that they were ahead of schedule, with 100 homes already signed up. “[The trial is] designed to inform the decision making process for what happens from 2009 onwards,” he said.
Tony Wearn, BARB research director, added that his organisation would look to evaluate the difference between set metres and personal metres, to see to what extent the two could be merged, admitting that BARB would be looking towards measurement of IPTV and broadcast over mobile phones.
“We are looking at whether we can actually take platform data, for example directly from mobile phone providers, in some way, shape or form to merge with our data,” he said. “We need to look at how we will get full participation, panel continuity and ease of installation.”
RAJAR: 020 7292 9040 www.rajar.co.uk
BARB: www.barb.co.uk