RAJAR Responds to GfK Audience Survey

In response to the publication of the GfK audience survey in the UK at the end of May, the boss of RAJAR (Radio Joint Audience Research Ltd) has put forward the organization's viewpoint.

According to Jane O'Hara, managing director of RAJAR, 'While the GfK research may be of interest to certain sectors of the media industry, its release will have no effect on RAJAR's current research methodology and reporting format, which is recognised and agreed by both sectors of the radio industry, the BBC and the CRCA (Commercial Radio Companies Association). Neither will it impact on RAJAR's ongoing analysis of data following its fifteen month in-depth study and testing of two audio-meters, the Arbitron Portable People Meter and the Radiocontrol wristwatch.'

She continued: 'It is important for the whole industry to bear in mind that the data published by GfK cannot be compared to that which is published by RAJAR. In the case of the GfK research the data is based on a small sample of respondents, less than one fifteenth that of RAJAR; only nine stations were reported on and the GfK definition of listening is very different.'

Ms O'Hara concluded 'However, what the release of this data does do is to raise very starkly two important issues for the radio industry that neither GfK nor The Wireless Group has addressed. First, do audio-meters provide us with a greater form of accuracy or a different form of inaccuracy? Second, what is the impact of changing the definition of listening? GfK and TWG have assumed that listening for 4 seconds in a minute is acceptable without revealing whether there is a potential for 'false listening', or how those very short listening periods impact listener volumes. RAJAR will be reporting on both these issues (and much more) to the RAJAR board next month.'

RAJAR has now completed 15 months of the most detailed tests into the two audio-meters to have been undertaken anywhere in the world, the Arbitron Portable People Meter and the Radiocontrol meter. The data is currently being analysed and also compared to Quarter 1 2003 RAJAR data, which was released in early May. The analysis is due to be finalised shortly and presented to the RAJAR board in June. The board, which is made up of radio industry representatives, the IPA and ISBA, will then make a decision as to the way forward for the industry.

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas unless otherwise stated.

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