Rajar Defends Diary System Against MacKenzie’s Criticism
Radio audience research body Rajar has responded to an attack on its methods made by Kelvin MacKenzie, chairman of the Wireless Group, in the Guardian newspaper two weeks ago (see MacKenzie Attacks Rajar’s ‘Widely Discredited’ Research Methods). The article accused Rajar of refusing to consider replacing the current diary system for audience measurement, which MacKenzie believes favours larger stations, with an electronic meter system .
Jane O’Hara, managing director of Rajar, countered, “We have been monitoring developments in electronic measurement since 1996 and will continue to do so. There are a number of fundamental issues that have to be addressed before Rajar would be in a position to adopt such measurement. No major market yet uses meters to record radio listening.”
“One issue is that of ‘respondent compliance'” she continued. “We have to meter the listener, not the set, therefore whatever device is used for measurement, respondents have to be happy to activate and wear it for as much of their waking hours as possible, whatever their sex or age.”
MacKenzie’s article hinted at a conspiracy between Rajar and the larger stations with big marketing budgets. His argument was that a system which required people to recall what they had listened to favoured these stations more than the accuracy of an electronic metering system would.
“Many of the larger stations have been broadcasting for many years and have had time to build their brands and a relationship with listeners in the areas they cover,” conceded O’Hara. “On the other hand some quite recent launches of smaller stations have achieved very respectable listening figures in a short period.”
However, the Wireless Group boss’s criticism of the system went beyond it favouring larger stations. He called it “widely discredited” and added that Rajar’s “days are numbered”.
“I have no evidence that the diary system is discredited and would be very concerned if this was the case,” said O’Hara. “We are constantly reviewing [it] to ensure it is doing the best job possible for the radio industry. In January 1999 Rajar introduced new methodology which delivers more robust samples. An improved and easier to use diary was part of this initiative. As the industry changes so does the diary. Rajar has to be sure that the radio industry will benefit from a move to electronic measurement. Rajar is not against meters, but we are not satisfied yet that all the issues have been addressed.”
“It is up to members to decide Rajar’s future. However, the industry will always require a source of audience data. The current contract (1999-2002) costs in the region of £4m annually. It is the most complex and largest audience survey in the world (outside the USA) collecting data from over 3,000 different respondents every week, 50 weeks of the year in over 600 survey areas. It is highly respected world wide and all UK radio programmers and sales staff rely on the information it provides. I doubt very much that its days are numbered.”
Rajar: 020 7584 3003