Does Recall-based Audience Measurement Truly Represent The Audiences Of Speech Stations?

The results of two surveys using electronic audience measurement in the United Kingdom - and the launch of the UK's first national survey

Kelvin MacKenzie and Bill Ridley
The Wireless Group

Time for Change

The Wireless Group owns talkSPORT, the only national commercial speech radio station in the United Kingdom, as well as 13 local U.K. music stations.

Marketing campaigns for exclusive sporting events on talkSPORT were never fully reflected in the audience figures when the quarterly figures of the official diary survey from RAJAR were published. Therefore The Wireless Group decided to commission two surveys to find out if the diary system used by RAJAR in the United Kingdom is the most accurate system to measure radio audiences. The results show that it is time for a change.