MacKenzie Declares War on Britain’s RAJAR with Rival Study

21 February 2003

Former tabloid editor and Murdoch henchman Kelvin MacKenzie is stepping up his feud with Britain’s RAJAR (Radio Joint Audience Research) by commissioning a rival listener survey.

MacKenzie – once editor of The Sun but now in the less lofty position of chairman/ceo at Murdoch-controlled radio minnow The Wireless Group – claims RAJAR’s methodology favours the big stations at the expense of smaller players such as TWG’s TalkSPORT.

The quondam newspaperman has in recent months been singing the praises of Radiocontrol, a survey owned by Gfk which uses electronic wristwatches to track a listener’s choice of station.

TWG has now commissioned Radiocontrol to conduct a three-year audience study. Commencing March 3, it will measure listeners of the five national BBC analogue stations plus the three UK-wide commercial analogue operators – TalkSPORT, Classic FM and Virgin Radio. Ten London stations will also be included.

The survey, which will track the listening habits of 1,900 Britons, will release its alternative audience figures every month starting mid-June.

However, MacKenzie has not given up on RAJAR altogether. He commented: “The Wireless Group will continue as a member of RAJAR for the foreseeable, but not indefinite, future.”

Data sourced from: BrandRepublic (UK); additional content by WARC staff