ISBA Takes Observer Seat On RAJAR Board

ISBA has taken up an observer seat on the board of RAJAR to ensure that the currency for radio audience measurement remains strongly advertiser focussed.

RAJAR is currently conducting research into the use of electronic meters to measure radio audiences and is set to review its key research contract in the coming year (see RAJAR Details Electronic Measurement Testing). With this in mind ISBA has taken a position on RAJAR’s board to ensure that advertisers will be party to all discussions on new research techniques and methodologies.

ISBA’s director of media and advertising affairs, Bob Wootton, said: “The commercial radio industry has a strong focus on ensuring it listens carefully and recognises the views and interests of its advertiser customers. This is to be applauded. Radio often sets examples in how it deals with its advertiser-customers which we believe other media would benefit from following. Our position on the RAJAR board is another example of this and a move which we believe should act in the interests of commercial radio into the long-term future.”

RAJAR’s current diary system has come under criticism lately (see TWG Uses Trial Results To Challenge RAJAR) and the company is testing the Arbitron pager and Radiocontrol watch measurement systems. Last month, RAJAR’s managing director, Jane O’Hara confirmed that the trials, which began in January, are expected to be completed by spring 2003 (see RAJAR To Complete Meter Testing). However, she reiterated her confidence in the current methodology and pointed out that any change in market research is likely to produce different and possibly misleading results.

ISBA: 020 7499 7502 www.isba.org.uk RAJAR: 020 7903 5350 www.rajar.co.uk

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