MEDIA: Rajar changes boost data

Advertisers will have access to even more accurate radio data following Rajar’s decision to adjust the way audiences are measured.

Advertisers will have access to even more accurate radio data

following Rajar’s decision to adjust the way audiences are measured.



Under the old system, only national and London-based radio station

audiences were measured quarterly, while regional stations were only

measured twice a year or, in some cases, on an annual basis.



The adjustment means that all stations will be measured on a quarterly

basis from January 1999.



Other changes have been made to ensure reliable audience measurement is

available in an increasingly complex radio market.



For example, the current measurement system uses a pre-printed diary

listing times of day and stations. Each member of a sample household is

asked to fill in their different listening habits. The new system means

one person per household will fill in an individually customised

diary.



Robert Ray, joint managing director of MediaVest, said: ’This will make

it more straightforward to plan a campaign. There was a view that the

present system was under-quoting or being inconsistent. This way makes

the figures more realistic.’



The new system for audience research will be conducted by research

company IPSOS-RSL. It holds the current Rajar contract, which has just

been extended for another four years.



Separately, speaking at the Commercial Radio Contractors Association

lunch last week, Chris Smith, Secretary of State for Culture, Media and

Sport, said the government was sympathetic to the argument that radio

advertising should be seen as part of the wider advertising market,

rather than an individual market in its own right.



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