RAJAR Sets Dates for Measurement Tests

Michael Hedges October 13, 2004

Three international companies will face side-by-side tests as RAJAR moves forward in its “roadmap” to replace diary surveys.

RAJAR announced (October 11) the validation test will take place November 13 and 14 with 250 people wearing or carrying devices in different settings. The not-for-profit National Centre for Social Research (NatCen), which assisted RAJAR in the test design, will oversee.

This test follows the September RAJAR announcement outlining a “roadmap” the possible replacement of diary surveys measuring radio audiences. Prior to any public announcement, results will be presented to the RAJAR board in December.

This validation test is a critical point in the “roadmap” to electronic measurement. Inconclusive results will be a set-back to ad buyers and broadcasters intent on replacing diary surveys.

RAJAR research director Paul Kennedy, in a press statement, made clear that the diary is not necessarily dead. “Assuming we have a successful audiometer, “ he said, “then we will be able to progress quickly to regional fieldwork tests and a new specification in 2005.”

RAJAR has tested different versions of Arbitron’s Personal People Meter (PPM) and GfK’s Radiocontrol device. Both companies are returning to the UK with up-dated devices. Euresko NOP World, offering its Media Monitor, is the newcomer. Each system has differences and similarities. The PPM detects inaudible signals encoded in radio transmissions while the others record and match actual audio. All use small, portable devices, able to measure both radio and television signals.

De facto comparisons between diary and metered surveys have been available in the UK since The Wireless Group, owner of TalkSport radio, contracted with GfK for the service in 2001. Differences, boosting some stations and depressing others, has led many broadcasters to urge further testing. Unofficial tests comparing the PPM and the Radiocontrol watch also show differences in results between devices. Ad buyers, however, are firmly favoring electronic measurement because of the potential for minute-by-minute results and simultaneously measuring radio and television both in and out of the home.