RAJAR Details Electronic Measurement Testing

RAJAR has published more details of its own testing of electronic audience measurement systems, following Wireless Group chief Kelvin MacKenzie’s criticism of the diary system last week (see TWG Uses Trial Results To Challenge RAJAR).

MacKenzie’s comments accompanied the release of research the Wireless Group had undertaken, off its own back, of one of two systems currently being assessed for possible future use by RAJAR. Tests found several discrepancies between the data collected by the wrist-watch style electronic devices and that gained through the use of RAJAR diaries.

RAJAR is currently testing one device made by Arbitron called the portable people meter (PPM). This is a pager-like device which recognises a special identifying signal encoded into the broadcast, which is inaudible to the listener. For this method to function all radio stations would have to broadcast such a signal.

The other system, also used in the Wireless Group research, is by Radiocontrol and is in the form of a wristwatch-type device. This device “listens” to the ambient sound for a few seconds every minute, then compresses and stores it for comparison with samples taken from available radio stations at reference sites.

The first system is currently being tested on fully functioning panels in a number of situation in the US, while the second system has already replaced face-to-face recall interviews as the official method of radio audience measurement in Switzerland.

RAJAR is undertaking testing in laboratories and in the field. It will also analyse the data to determine how and why the data is different from that collected by the diary method, as this has been the case in the US and Switzerland. RAJAR Jane O’Hara said on Friday that it was hoped that testing would be concluded early next year. However, the current contract with Ipsos-RSL has been extended until 2004, which means it is some time before a decision needs to be taken.

RAJAR: 020 7903 5350 www.rajar.co.uk

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