Major Radio Advertiser To Test GfK Survey Against RAJAR
Kelvin MacKenzie’s Wireless Group has welcomed news that Transport For London is to become the first major radio advertiser to use the GfK’s wristwatch audience measurement system to plan a campaign.
It is understood that the public sector transport group will test GfK’s fledgling Broadcast Media Survey against officially sanctioned RAJAR data for planning an extensive road safety campaign on London radio.
TfL’s media agency PHD has used the two separate measurement systems to plan the campaign, but has not been able to use the GfK figures to buy airtime because it is not recognised as a valid trading currency.
According to industry reports, trials will see eight radio stations divided into two groups, with GfK audience figures being used to plan campaigns on half of them and RAJAR data on the other half. The results of the tests are expected to be released in February.
PHD has commissioned independent research to monitor TfL’s campaign for awareness and recall levels, in the hope of discovering if the GfK listening figures can match up to RAJAR in terms of campaign planning.
MacKenzie, who’s Wireless Group is backing the GfK Broadcast Media Survey, said: “”Advertisers are waking up to the fact that RAJAR’s diary-based system is an anathema to an industry that prides itself on new technology.”
Last month MacKenzie revealed that he will make one final attempt to persuade RAJAR to endorse the electronic measurement of radio audiences before he begins legal proceedings against the research body next month (see MacKenzie Sets Date For RAJAR Court Battle).
RAJAR’s recent decision to say ‘no for now’ to electronic measurement received the widespread support of advertisers keen to maintain the integrity of the currency used to trade radio audiences worth around £600 million a year (see Agencies Support Rejection Of Electronic Measurement).
GfK: 0870 603 8339 www.gfk.com RAJAR: 020 7903 5350 www.rajar.co.uk
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