News -

RAJAR announces findings of industry-wide consultation survey

Issued: January 21 2005

• RAJAR should continue to provide a single audience measurement survey
• Data provided must be credible and robust
• RAJAR must be able to monitor all delivery platforms
• Radio map should be revised
• Cost - any change in methodology must be affordable

Findings of an industry-wide consultation undertaken by RAJAR (Radio Joint Audience Research Limited) during April-October 2004 were announced today, Friday January 21, 2005.

This six-month consultation focussed on a range of issues facing the future of radio audience measurement from views on the current methodology and electronic measurement to meter testing and RAJAR’s future remit. In addition, the consultation asked respondents their opinions across a broad range of issues including the definition of listening, platform measurement, the radio map, frequency of data, depth of data, event listening, time-shifted listening and cost. Over 300 respondents took part in a consultation from all sectors of the radio industry including BBC and Commercial Radio, advertisers, agencies and system providers.

While there were divergent views on some issues, such as definition of listening and frequency of data, there was real consensus that RAJAR should continue to provide a single audience measurement survey which embraces all BBC and Commercial Radio, and one which evolves with the changing nature of the radio market and radio listening. All stakeholders agreed that electronic measurement is the way forward but that a period of introduction, education, information and careful management is vital. There was also consensus that any new specification and methodology should be credible and robust as well as affordable.

Sally de la Bedoyere, managing director, RAJAR said:

"This was the most important industry-wide consultation ever undertaken by RAJAR, and we were overwhelmed by the response from all sectors of the industry. We are most grateful to everyone who took part.

"The consultation was undertaken as part of RAJAR’s roadmap to change to ascertain the radio audience data requirements of both our subscribers and the advertising industry in the ever changing world of radio. We are delighted to report there is wide consensus that a single audience measurement system, which includes both BBC and Commercial Radio, is essential for the future of radio audience research, and that while the introduction of electronic measurement is seen as very important, the accuracy and robustness of the data, allied to cost was the key.

"We now have a far clearer picture of the needs of the industry and the feedback we have received will help enormously in framing the specification for the new contract which we will be drawing up in the next few months", she added.

Download a copy of the consultation findings - The Future Requirements of Radio Audience Research

The RAJAR consultation was undertaken by Mark Cross of mc² on behalf of RAJAR. Cross has spent over 10 years on the IPA’s Media Futures Group, and was a board member of JICRIT during the formative stages of the development of the JET system which now operates across the industry. Through his career with PHD, Cogent Elliot and Young & Rubicam he has worked with a list of blue chip clients including McCain, Flextech, COI, British Gas, Vauxhall, Nationwide Building Society, Weetabix, Walkers, Kraft Foods, Do It All and Norwich Union.

For further information please contact:

Penelope James, Penelope James Public Relations

Tel: 01303 844555 Mobile: 07860 162 231 E-mail: penelope@penelopejamespr.com

 

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Notes for Editors

RAJAR - Background

RAJAR is jointly owned by the BBC and the CRCA (Commercial Radio Companies Association). Its board includes BBC Radio, the Commercial Radio Companies Association (CRCA) and the advertising industry, as represented by the Institute of Practitioners in Advertising (IPA) and the Incorporated Society of British Advertisers (ISBA). It is a deadlock company and all procedures are subject to shareholder agreement.

The RAJAR survey is the biggest audience research survey in the world outside North America and the most complex. It currently supplies radio audience listening data to over 300 UK radio stations broadcasting across a range of platforms including analogue, digital, digital TV, satellite and Internet.