RAJAR To Invest In Further Electronic Measurement Trials
RAJAR is to invest a further £500,000 in testing the latest electronic audience meters following its decision earlier this year to stick to the current diary system of measurement.
The second stage of tests into the latest electronic audiometers developed by Arbitron and Radiocontrol will begin in July next year, as soon as the new generation technology is available for trial.
RAJAR has been working closely with both audiometer manufacturers since it announced that after fifteen months of testing, neither meter in its current form was capable of delivering a radio measurement system that would meet the ‘current gold standard’ (see RAJAR Says ‘No For Now’ To Electronic Measurement).
The principle concern with both meters centred around that fact that there was no consistency of results in the audiences recorded in terms of meter versus meter, casting doubts over the perceived accuracy of the electronic measurement devices.
Since then RAJAR has met and discussed the findings of its tests with each developer, both of which have been working on methods to advance the accuracy of their respective devices.
RAJAR’s managing director, Jane O’Hara, said: “We are also actively seeking additional suppliers of new technology that may provide a cost efficient and effective measurement system. We remain hopeful that a meter can be found which is able to meet the requirements of RAJAR’s stakeholders – BBC Radio, Commercial Radio, the IPA and ISBA.”
She added: “Only then can we responsibly consider the possibility of moving to electronic measurement. Until that time we are happy to stay with the diary system in line with the rest of the world’s top radio markets.”
In the past, RAJAR’s decision to continue testing electronic audience measurement systems has received the support of advertisers keen to maintain the integrity of the currency used to trade around £600 million worth of radio audiences each year (see RAJAR Says ‘No For Now’ To Electronic Measurement).
However, outspoken Wireless Group chairman, Kelvin MacKenzie, has threatened RAJAR with legal action over its rejection of the electronic devices, which he claims are more accurate than the current diary system of measurement (see MacKenzie Off To Court Over Electronic Measurement).
MacKenzie recently launched his own electronic survey with results compiled through using the Radiocontrol wristwatch. The study, carried out by research firm GfK, is intended advertisers a single port of call for television and radio audience measurement (see New Study To Shake-Up Audience Measurement?).
RAJAR: 020 7903 535 www.rajar.co.uk
Recent Radio Stories from NewsLine Radio 1 Secures Kay To Complete New Weekend Line-Up First Radio Unveils Regional Advertising Packages Heart To Raise Profile With £1 Million TV Campaign
Subscribers can access ten years of NewsLine articles by clicking the Search button to the left