No Hurry For New RAJAR System Say RAB Delegates

The radio industry is in no rush to find a replacement for RAJAR’s current diary system of audience measurement, according to a study from the RAB.

The research, which was presented at the RAB’s Effective Radio conference earlier this week, shows that 51% of the delegates, made up of media professionals, agreed with the statement: “The advent of electronic measurement is a positive step forward for RAJAR. However, any implementation should not be rushed.”

Speaking at the conference, Dominic Mills, editorial director of Haymarket Publishing, said: “There is no point going into a panic due to one individual, just look at what happened with BARB.”

Mills was referring to Wireless Group chairman and outspoken critic of RAJAR, Kelvin MacKenzie, who recently released research claiming that the diary system of audience measurement “under-estimates” radio audiences (see TWG Research Claims Radio Listening Is Under-Represented).

Mills also said that a combined audience measurement system encompassing both television and radio would be the “holy grail” of audience research. This notion was supported by 55% of delegates, who agreed with the statement: “The electronic measurement device which measures radio should also measure TV audiences.”

However, according to Mills this new system would not necessarily be something the television advertising industry would welcome.

Earlier this week RAJAR’s managing director, Jane O’Hara, reassured the radio industry that the current audiometer testing programme (see

RAJAR Enters Third Phase Of Audiometer Testing www.rab.co.uk

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