UK Radio Body Abandons PPM Trial

30 April 2008

LONDON: The UK's radio audience body RAJAR has ditched trials of Arbitron's Personal People Meter after investing £3.5 million ($6.9m; €4.4m) to research electronic systems as alternatives to its paper diary.

Instead, RAJAR plans to launch an industry-wide review of audience measurement options, including a new online diary system, to be field tested in July.

It has decided to abandon the PPM trial, according to managing director Sally de la Bedoyer, because of "serious concerns with respondent compliance, particularly at breakfast time".

In addition, she said there were issues involving "sample sizes, panel composition and the practicalities of operating a panel for the entire UK radio market".

The PPM trial was launched in London at the beginning of 2007 as a joint venture with television audience body BARB and market researcher TNS. The former pulled out at the beginning of this year, doubling RAJAR's financial responsibility.

The review will be headed by Morag Blazey, former ceo of PHD Media, who hopes to publish a new three-year strategic plan later this year.

She will consult with key radio and advertising industry stakeholders on the scope and content of the survey, reporting and trading turnaround times, and proposals for bigger samples among many other issues.

Data sourced from; additional content by WARC staff