Industry Responds To Rejection Of Electronic Measurement
RAJAR’s decision not to introduce the electronic measurement of radio audiences after more than a year of extensive testing (see RAJAR Says ‘No For Now’ To Electronic Measurement) has received a mixed reaction from the industry.
Wireless Group chairman and outspoken RAJAR critic, Kelvin MacKenzie, responded in his usual flamboyant manner, branding the decision a “disgrace made by vested interests behind closed doors.”
MacKenzie, who recently published the results of the first ever electronic measurement survey of television and radio audiences, said: “I am considering a lawsuit against RAJAR. After 15 months, the industry that prides itself on technology simply says no to electronic measurement.”
MacKenzie is calling for RAJAR to publish the results of its audio meter testing to corroborate its claims that the Arbitron Portable People Meter and Radiocontrol wristwatch are not capable of delivering a radio audience measurement system up to its current “gold standard”.
However, the Institute Of Practitioners In Advertising, which represents the UK’s advertising agencies, has strongly endorsed RAJAR’s decision to say ‘no for now’ to an electronic measurement system.
Commenting on the decision, Morag Blazey, managing director of PHD Media and member of the IPA Media Futures Group, said: “The IPA is in total agreement with RAJAR that neither of the current meter services is yet capable of delivering an industry gold standard of radio audiences in the UK.”
She continued: “Whilst we believe that some form of electronic measurement of radio audiences is required, particularly to identify broadcast platforms, we need to ensure that the technology we choose produces credible and stable estimates of the radio audience.”
RAJAR recently reissued first quarter listening figures for two London stations after a reporting error was discovered (see LBC Listening Figures Corrected).
RAJAR: 020 7903 5350 www.rajar.co.uk
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Earlier last month RAJAR reissued first quarter listening figures for two London stations after a reporting error was discovered (see LBC Listening Figures Corrected).