RAJAR To Complete Meter Testing

RAJAR has announced that its research into the use of electronic meters to measure radio audiences will be completed early next year.

Unveiling the latest audience data for the three month period ending March 2002 (see RAJAR Results Q1 2002- Overall Summary), RAJAR’s managing director, Jane O’Hara, confirmed that trials of the Arbitron pager and Radiocontrol watch measurement systems, which began in January, are expected to be completed by spring 2003.

In response to recent criticism of the diary system, O’Hara reiterated her confidence in the current methodology and pointed out that any change in market research is likely to produce different and possibly misleading results.

She said: “If we are to implement meter-based research the whole radio industry and advertisers need to understand the implications, something that can only be achieved through a comprehensive test programme. When this is complete we will present the findings to the RAJAR board along with the cost implications, consideration of which will also be an important part of the evaluation.”

She added: “The diary system has served everybody well, but if the radio and advertising industries decide next spring to introduce a new methodology using meters or a meter/diary combination then it is RAJAR’s role to ensure it remains gold standard research.”

Earlier in the year, Kelvin MacKenzie’s Wireless Group completed the first UK trial of an electronic wristwatch system of audience measurement. The outspoken MacKenzie used the findings of the trial to once again state his lack of faith in the RAJAR diary system (see TWG Uses Trial Results To Challenge RAJAR).

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

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