RAJAR Auditions New Electronic Audio Meters

RAJAR has announced that four new contenders have entered the race to provide the radio ratings organisation with an electronic measurement system to replace the current diary-based system of listener research.

Although RAJAR has not released the names of those bidding for the contract to supply the meters, all four newcomers have very different approaches to the current debate on electronic radio measurement, including alternatives to the watch and portable people meter. RAJAR has also revealed that two of those alternatives are in an advanced stage of development.

RAJAR plans to begin a second round of tests on electronic meters from GfK and Arbitron this summer at a cost of around £500,000, in addition to the £800,000 spent on extensive testing last year.

Commenting on the timetable for the move to electronic measurement Sally de le Bedoyere, managing director of RAJAR said: “Currently, we are in the hands of both Arbitron and GfK. This is a hugely important time for all of us at RAJAR. This process of testing and evaluation has had to be thorough, and recognises the very detailed needs that we have.”

She added: “The UK is the most technologically advanced major radio market in the world, bar none. We have a very detailed list of requirements, specifically in the measurement of digital radio and the internet”

Earlier this year outspoken chief of the Wireless Group, Kelvin MacKenzie, initiated legal proceedings against RAJAR, claiming that the slow uptake of electronic measurement by the research body had led to a loss of earnings for his talkSPORT radio station (see MacKenzie To Claim £66 Million In Damages From RAJAR).

RAJAR: 020 7903 535 www.rajar.co.uk

Recent Radio Stories from NewsLine MXR Expands Marketing Remit To Focus On Brands Tindle Radio Signs For Eurolink Sport Bulletins Capital Pushes Vaughan With TV Ad Campaign

Subscribers can access ten years of media news and analysis in the Archive