RAJAR Tightens-Up UK Radio Measurement Methodology

26 January 2004

RAJAR (Radio Joint Audience Research), Britain's much criticized harvester of radio listening data, has introduced a new method of recording audiences for digital radio stations.

The move follows industry complaints that data for digital radio was not properly representative, some members of RAJAR's survey panel having misattributed their listening choices. The body plans to counter this with the introduction of colour-coded prompt cards.

These will display additional station information with more questions relating to platforms and formats used for digital radio listening. The additional data will be cross-referenced to ownership and access capabilities.

The radio audit body said it focuses on various elements of the respondent interview, testing a variety of questions and instructions to ensure that the measurement of digital services is as "robust and accurate as possible".

According to new managing director Sally de la Bedoyere: "We undertook extensive work on the measurement of digital listening in the latter part of 2003 and are continuing to safeguard the currency by minimising any possible respondent confusion regarding equipment, platform and brands."

Meantime on a broader scale, RAJAR revealed plans to spend £500,000 ($911,620; €724,679) on further tests of electronic measurement systems in July, specifically the second generation Arbitron and Radiocontrol audiometers. These will be tested against the current paper-based diary system which relies on panel members' recall.

Data sourced from: mad.co.uk; additional content by WARC staff