RAJAR Moves Into 2004 With Range Of New Developments
RAJAR has announced a series of new developments and initiatives designed to maintain the integrity of the currency used to trade millions of pounds worth of radio advertising each year.
The coming year looks set to bring new challenges for RAJAR as calls for the introduction of an electronic audience measurement system intensify and GfK’s rival National Broadcast Survey gathers pace.
However, RAJAR’s recently appointed managing director, Sally de la Bedoyere, is confident that improvements to the existing survey will ensure the credibility and consistency of the industry-wide trading currency (see Former Evening Standard Boss Appointed To Head RAJAR).
She said: “Many challenges face RAJAR in 2004, but results from significant work carried out on the survey in 2003 and further new plans for 2004 will ensure that we shall continue to produce the highest standard of research on behalf of the radio industry.”
The first development announced by the audience measurement company is the renewal of its existing contract with research company Ipsos-RSL. RAJAR’s forthcoming audiometer tests could yield a credible alternative to the current diary system and the company is keen to avoid putting a new long-term contract out to tender at a potentially crucial time.
Secondly, a major campaign has been launched to increase the base sample of 15 to 34 year-old males that currently take part in the survey. This is traditionally a difficult demographic to reach, but RAJAR has unveiled a range of special boost surveys and tailored incentive schemes.
Finally, there will be a new initiative to help respondents identify the increasing number of digital stations when filling in their diaries. This follows the rapid growth of the medium and a potential for confusion regarding platforms, equipment and brands. RAJAR is also examining a number of options to see how it might best measure listening via platform, either a part of the existing survey, or as a separate exercise.
RAJAR recently announced plans to invest a further £500,000 in testing the latest audiometers, following its decision to stick to the current diary system of audience measurement. These tests are scheduled to start in July 2004 and are expected to last a few months, with the results being published before the end of the year (see RAJAR To Invest In Further Electronic Measurement Trials).
RAJAR: 020 7903 535 www.rajar.co.uk
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