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Three-way RAJAR Trial Imminent
Eurisko, the Italian arm of NOP World, has been formally invited to take part in RAJAR's Audiometer Validation Trial in November 2004. Eurisko's passive portable radio and TV metering system is said to rival those currently on offer by Arbitron and GFK. Further details of the trial format have also been released.
The trial and Eurisko's likely involvement were mentioned in RAJAR's timetable published in DRNO on 29th September (RAJAR Sets Timetable for New Approach www.mrweb.com/drno/news3428.htm ). RAJAR will assess the validity of each meter and invite those selected to take part in further field trials prior to the issue of RAJAR's 2005 research specification.
Meters will be tested under real life conditions, including a variety of simulated background noises. The test will determine the accuracy of the three meters in identifying each of 33 different radio stations (both music and speech-based). Meters will be carried by 250 volunteers and each meter will be exposed to the same conditions.
According to Andrea Mezzasalma, Vice President, Eurisko/NOP World, the new Media Monitor is based on an advanced sound matching technique, and offers 'efficient, robust and time-granular recognition of radio and TV stations, irrespective of background noise. It has the added advantage of discerning between speech and music - and does not require active co-operation from broadcasters'.
'Radio operators throughout the world will be watching this development with interest' says NOP World Media Director Alan Higgs. 'The UK will be the first major market to adopt passive radio audience measurement. Others will surely follow. The results of this trial and the decisions taken by RAJAR will have a major influence on the decisions taken in other worldwide markets'.
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