RAJAR Launches Consultation On Electronic Measurement
Radio audience measurement body RAJAR is to seek the advice of advertisers on how it should proceed with the introduction of an electronic measurement system.
The company’s new managing director, Sally de la Bedoyere, has launched a major six-month consultation with advertisers, media agencies and broadcasters on the best way to develop its current diary system of audience measurement.
She said: “We are trying to take an over-arching view beyond the capabilities presented by the current methodology and technology. This will help us to set the agenda for RAJAR over the coming years.”
The move comes after months of controversy following the launch of Kelvin MacKenzie’s National Broadcast Survey, which uses a specially-enabled wristwatch device to measure both television and radio audiences.
MacKenzie claims his system provides a more accurate picture of radio listening. He is currently attempting to sue RAJAR over the alleged inaccuracy of its diary method and its decision not to replace it with a new electronic system (see MacKenzie To Claim £66 Million In Damages From RAJAR).
RAJAR recently announced that four new contenders have entered the race to provide the radio ratings organisation with an electronic measurement system demanded by MacKenzie. It claims that some form of electronic meters could be in use by early 2007 (see RAJAR Auditions New Electronic Audio Meters).
RAJAR has brought in former PHD Compass managing director, Mark Cross, to conduct the survey, which will include group discussions and face-to-face interviews with some of the UK’s biggest radio advertisers. The IPA and ISBA will also take part in the consultation.
Cross has been widely credited for helping BARB get back on track after a rocky period when it introduced a bigger audience panel two years ago. His marketing and communications agency is also currently helping the IPA assemble its cross-media effectiveness survey (see IPA Research Initiative Proposes Cross Media Survey).
Commenting on the initiative, Cross said: “I appreciate that part of the challenge for RAJAR is to define the priorities of what needs to be measured in the context of such a fast-moving environment. Everyone is aware that BARB experienced disruption when it changed, and RAJAR needs to be mindful of the pitfalls as it moves forwards. I am sure that RAJAR will learn from BARB’s experience.”
De la Bedoyere added: “While the focus of our development of meter systems has so far been on technology issues, we now have the opportunity to look at a much wider canvas, looking at what each different interest group requires from the data.”
The launch of the survey comes just a week after Virgin Radio chief executive, John Pearson, called on agencies, advertisers and media owners to come together to create a Broadcast Futures Group that would focus on a blueprint for the creation of an effective electronic measurement system (see Virgin Chief Calls For Single Source Planning Tool).
RAJAR: 020 7903 535 www.rajar.co.uk
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