Single Source Audience Measurement Never More Possible
RAJAR’s managing director, Jane O’Hara, claims that the creation of a single source audience measurement system for television and radio has never been more possible.
Speaking at Emap’s digital radio seminar last Friday, O’Hara said that the blurring boundaries between TV, radio and other media had significantly strengthened arguments in favour of a consumer focussed, single source measurement system.
She said that it would be “naive to think” that we won’t have a single source methodology sometime in the future, but pointed out that the introduction of such a system would not happen overnight.
O’Hara emphasised that the technology required to create such a system is already available, but said that caution was needed to avoid any disruption.
She warned: “The industry has to be clear of what it means by single source methodology. If clear definitions are not in place the introduction of a new system of audience measurement will be meaningless.”
RAJAR’s current diary system, which underpins the trading of radio audiences, has come in for considerable criticism recently, most notable from Wireless Group chairman Kelvin MacKenzie, who claims the system has serious flaws.
Later this week The Wireless Group will unveil the results of the first national survey of broadcast media audiences using an electronic measurement system (see MacKenzie Commissions Rival Radio Audience Survey). The research, carried out by GfK, is expected to show an increase in weekly reach for speech based radio stations.
RAJAR has also been carrying out extensive research into the use of electronic meters to measure radio audiences. However, the company is keen to ensure that the current system does not suffer any unnecessary disruption (see RAJAR Defends Diary System In Light Of Rival Research).
RAJAR: 020 7903 5350 www.rajar.co.uk
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