RAB Defends RAJAR’s Diary System Against Criticism
Justin Sampson, managing director of the RAB, has sent a letter to advertisers and agencies defending RAJAR’s diary system of audience measurement against recent attacks made by Wireless Group chairman and chief executive, Kelvin MacKenzie (see MacKenzie Renews Criticism Of RAJAR’s Diary System).
In the letter, Sampson concedes that there are “potentially valuable” aspects to the electronic measurement systems being championed so enthusiastically by MacKenzie (see
The RAB admits that tests conducted by the Wireless Group have been the “primary catalyst” in raising awareness of the potential for electronic measurement systems, but emphasises that the industry is keen to avoid the uncertainties that have been created by the recent switch in BARB methodology (see BARB Controversy Continues).
The letter is accompanied by a Radio Audience Research Update from Zenith Media, examining the issues surrounding the adoption of new audience measurement technology.
The report criticises the timing of MacKenzie’s “media onslaught,” suggesting his motivation could be rooted in a need to impress city analysts. However, it also points to the inadequacies of the current diary system, stating: “The system needs to change and we firmly believe that the use of electronic measurement meters is a much more accurate and comprehensive audience measurement technique that will lead to more future-proof accountability.”
Zenith asserts that the future for radio audience research “will almost certainly” need to include some kind of electronic measurement. However, it stresses: “The worst thing the industry could do is rush into adopting a system without thoroughly researching and field testing all available options.”
The report points out that the new measurement systems have limitations that will need thorough investigating before they can be adopted. Views which are supported by a recent UK Radio Audience Measurement report from Merrill Lynch, which identifies the “weaknesses” in the current RAJAR system, whilst recognising that “things cannot change overnight.”
RAJAR has been exploring the potential for electronic measurement for some time and is due to complete trials of the Arbitron pager and Radiocontrol watch measurement systems early next year (see RAJAR To Complete Meter Testing).
RAB: 020 7306 2500 www.rab.co.uk RAJAR: 020 7903 5350 www.rajar.co.uk
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