RAJAR To Award Audiometer Contract By Year End

Speaking at the Edinburgh Radio Festival, Sally de la Bedoyere, managing director of RAJAR identified the technical realties of the transition to electronic audience measurement.

She explained to delegates that, due to the “explosion of choice” and “break-out of listening,” the new RAJAR measurement contract would have to deal with a multitude of new forms of radio, and increased audience reach.

Bedoyere added that “changes in listening periods, the new radio map, new methodologies, alongside lifestyle and attitude information” would also feature heavily in the new form of radio data collection conducted by RAJAR.

The RAJAR boss revealed that new possibilities for measurement could involve retaining the old paper diary and using an audiometer panel, full meter panels, surveys or a hybrid of all. RAJAR are currently testing all the candidates.

The audiometer system has taken several years to develop, with Bedoyere explaining that RAJAR is concerned about achieving technical accuracy.

RAJAR are keen to stress the device be able to pick up radio listening, as well as providing data on who is listening, where they are and which station they are tuned in to.

Bedoyere claimed that RAJAR was close to finishing the trials, however, and hopes to award the new contact by the end of the year.

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