Wireless Group chief executive Kelvin MacKenzie has criticised Rajar's latest experiment with electronic radio audience measurement devices, describing it as a tactic aimed at "kicking the issue into the long grass".
MacKenzie was reacting to Rajar's announcement that it is to spend £500,000 testing new versions of two electronic audiometers from Arbitron and Radiocontrol.
The latest experiment will not start until next July. MacKenzie wants to see the adoption of a wristwatch measurement system developed by Gfk Media, which indicates that talk stations, such as his own talkSPORT, have significantly higher audiences than are reported by Rajar.
Join a growing community of media, marketing and advertising professionals today
Read exclusive registrant only articles
Read more articles each month
Sign up for free specialised news bulletins
Register NowGet unprecedented new-business intelligence with access to ±±¾©Èü³µpk10’s new Advertising Intelligence Market Reports.
Find out moreGet unlimited access to ±±¾©Èü³µpk10’s premium content for your whole company with a corporate licence.
Upgrade accessGet the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.
Create an alert now
_1.jpg)
.jpg)
