RAJAR – New Contract 2007
Following the release of RAJAR’s new two-year contract for audience measurement, Steve Parker, UK buying director at Starcom, examines the initiative’s features and outlines why it’s a step in the right direction…
RAJAR has just revealed the details of its new contract, which is set to roll out in January 2007, the original target date set over a year-and-a-half ago.
Many in the industry will be disappointed and frustrated that electronic measurement is not going to be included in the main survey from 2007, so much so that little acknowledgement may be made of the specific areas that have shown real development, not least of which is the joint initiative with BARB.
Yes, we would all like to see electronic measurement included in the survey, but I for one am keen that it be introduced in a responsible way when it is ready. Following significant testing, RAJAR says there is still much work to be done in terms of software design, the establishment of protocols and in simply understanding compliance of respondents before audiometers can be introduced.
If kept in touch with developments, I am happy to wait. After all, reliable and accurate data is what we all require and this was a key objective to emerge from RAJAR’s consultation.
Looking back at the whole consultation process from the point of view of agency priorities, the new RAJAR contract addresses some of these issues; speed of data release, platform measurement, reducing volatility within demographic groups and simplification of the RAJAR map.
The new RAJAR contract is one that will maintain the robustness and credibility of the data, which is paramount, while moving forward on finding solutions to many issues for which advertisers and media planners have been pushing. The contract is the shortest ever, highlighting the intent on delivering further significant change in 2009.
Where has the progress been made in the new contract?
First of all there is the promise of reporting audiences via platform, i.e. analogue, DAB, DTV and Internet, which has been regarded as an essential requirement by the industry for several years now.
Secondly, RAJAR is to speed up its data delivery by cutting up to two weeks off the turn-around time, which will provide more recent data than ever before.
Thirdly, the new RAJAR contract promises to introduce new and more effective ways of sampling as well as simplifications to the radio map, which will assist in finding solutions to the issues of volatility and demographic representation.
The joint venture with BARB could prove a significant development, the first step in a valuable partnership for both industries. The key insights, which a London panel such as the one RAJAR is proposing should yield, will reveal valuable data into how individuals listen to the radio. Eventually the granularity we may be able to glean from it will add important intelligence to future radio planning.
The new RAJAR contract for 2007 has not delivered everything we would have ideally liked to see, but it represents a necessary step forward for the radio industry, whose goal must still be to deliver 100% accountability and maximum audience understanding.