MacKenzie Launches More Electronic Measurement Tests
Kelvin MacKenzie is once again to attack RAJAR’s diary system of audience measurement with the launch of what is claimed to be the first parallel study in the UK, comparing a diary method of recording radio listening with an electronic wrist watch device.
Wireless Group chief executive MacKenzie, in his signature inflammatory style, has stated: “This will put an end to the argument over which system is the more accurate. We know the diary to be a fraud and we will prove it with this study.”
Those participating in the test will be asked to fill in a diary, writing down which radio stations they listen to over the period of a week. At the same time they will be wearing an electronic meter in the shape of a watch that records their radio listening, so that data can be compared.
The test is being carried out on 300 people in the North of England by GfK, whose subsidiary, Radiocontrol, developed the wristwatch technology. The methodology is being monitored and endorsed by Carat Insight. This will form part of a second three month test of the real-time research being conducted by GfK.
Last month, at the Future of Radio conference, MacKenzie unveiled the results of another test carried out on the Radiocontrol system, claiming that they proved how RAJAR figures were an inaccurate portrayal of UK radio listening (see TWG Uses Trial Results To Challenge RAJAR). The results presented were not well received by an industry that relies on RAJAR as its currency and the accuracy of a test on such as small scale was questioned.
MacKenzie has long been a critic of the diary system, which he claims favours certain stations over others (see MacKenzie Attacks Rajar’s ‘Widely Discredited’ Research Methods). Announcing details of the new tests he said: “I challenge anybody to refute the findings and I urge my fellow broadcasters, advertisers and media agencies to join me in making the industry adopt electronic meters as the most accurate, reliable and fairest audience measurement system.”
RAJAR began carrying out its own tests on several electronic audience measurement devices at the start of this year (see RAJAR Details Electronic Measurement Testing) and has yet to rule out the adoption of an electronic system, either across the board, or for selected types of station. However, it insists that issues such as the ability of a given device to deal with environmental factors, whether it is easy and acceptable to wear by all age groups and whether it can distinguish between delivery systems such as PCs and digital radios must be investigated first, along with the cost, which would be passed on to radio stations, of implementing a new system.
RAJAR: 020 7903 5350 www.rajar.co.uk Wireless Group: 020 7269 7180
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