RAJAR Electronic Measurement Update Expected Next Week

Radio ratings body RAJAR is expected to deliver an update on the progress of its electronic measurement development programme next week, a process which it is anticipated will ultimately lead to the adoption of new technologies for gathering radio audience data.

A spokeswoman for RAJAR confirmed to NewsLine that an update was on its way, and that the results of a recent consultation period on electronic measurement would also be announced in the coming days (see RAJAR Launches Consultation On Electronic Measurement).

The measurement body has been carrying out what it claims are “pioneering” tests of electronic audiometers to determine how well the Arbitron Portable Meter, the Eurisko NOP World Media Media Monitor and the GfK/Telecontrol MediaWatch perform when listening to 33 different radio stations (see RAJAR To Carry Out ‘Pioneering’ Audiometer Tests).

Around 250 people have been taking part in RAJAR’s trials, which are understood to recreate a variety of real life listening environments. The measurement body has specified several key criteria which the audiometers should fulfil, including the ability to identify both music and speech-based stations against a variety of background noises, in order to qualify for use in an electronic measurement system due to be introduced by 2007 (see RAJAR To Upgrade Audience Measurement System).

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

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