Contestant Voted Off “Survivor-The RAJAR Edition”

Michael Hedges February 15, 2005

And then there were two. GfK withdraws from UK electronic measurement competition after testing failure.
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Test result details released (14 February) by the UKs Radio Joint Audience Research (RAJAR) effectively ended GfK’s bid to replace audience surveys by diary with their version of an electronic measuring device. Media buyers are keen to replace diary surveys with measurement they say is free from human error. Eurisko NOP’s World Media Monitor and Arbitron’s Portable People Meter (PPM) survive to the next round.

While RAJAR’s Managing Director Sally de la Bodoyere stressed in the press release accompanying the test results that the “decision is sole based on the needs of the UK market” every stage of the UK debate and tests are intensely watched throughout Europe, among broadcasters, ad people and research suppliers.

The most recent test, conducted last November, pitted the three potential suppliers against a thorough examination of accuracy in a matrix of listening environments. This test was designed and monitored by the National Centre for Social Research (NatCen).

As RAJAR diligently sticks to its “road map” to electronic measurement for UK radio it’s clear that the “winner” will invest heavily in technology development. Arbitron has invested more than10 years in a digital solution for radio audience measurement. The PPM is used in Singapore and as a supplemental service in Belgium. Skeptical broadcasters have stifled adoption in the United States. Taylor Nelson Sofres (TNS) is licensed to market the PPM in Europe and has conducted several tests.

Eurisko NOP’s World Media Monitor joined the fray last year. The Italian market research company developed its device based on audio matching, similar to the GfK MediaWatch. Arbitron’s PPM monitors signals imbedded in broadcast signals.

The GfK MediaWatch tested is an advanced version of the device used for radio audience surveys in Switzerland, where the technology was developed, as well as a UK survey independent of RAJAR. Tests have been conducted in several countries by GfK affiliates. GfK indicated that it was going back to the drawing boards to make further changes in its system but it is withdrawing from further RAJAR tests.

MediaWeek (UK) reported that Ipsos-RSL, the current RAJAR data supplier, will launch their version of an electronic measurement device later this year.

Test results released by RAJAR indicate 70% accuracy for the Eurisko device, 59% for the PPM and 32% for GfKs MediaWatch.

The next round of RAJAR tests involves field tests this summer. Those results will lead to a further set of specifications for the surviving supplier to bear.

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IPSOS Tackles Compliance Issue in Radio Measurement Device - June 14, 2005

Tests comparing the various devices offered for electronic audience measure have been conducted in several countries, in different settings and, often, with striking results. Compliance – getting survey or panel subjects to willingly and successfully participate – has been a founding issue, among many, for the move from subjective interviews to collecting data without the subject actually doing anything, or much of anything. European tests have shown compliance with electronic devices only marginally higher than diary surveys.

Arbitron – both miles and millions ahead in this race – has stayed with the PPM device shaped like a pager. GfK/Telecontrol uses a wrist-watch. Eurisko’s Media Monitor gained footing with a device that can be installed in almost anything. IPSOS – a late but welcomed arrival to the contest – will use a Nokia Series 60 mobile phone, capitalizing on the worlds’ most ubiquitous fashion accessory.

New details from all contenders will likely emerge at the Worldwide Audience Measurement Conference in Montreal, Canada next week (June 19-24). One expected detail, related to business and not research, is GfK’s plan now that it offers both the Telecontrol and Eurisko devices