The latest test developments continue from last year, when Rajar ran a 15-month programme looking at the most advanced electronic meters in the market place -- the Arbitron Portable People Meter and the RadioControl Meter.
Although The Wireless Group chief executive Kelvin MacKenzie favours the latter, Rajar listening diaries found that there were huge differences between the two systems. Rajar has said that due to the lack of consistency, further tests are to commence in July. Rajar has put £500,000 behind the project.
At one stage last year MacKenzie was poised to take Rajar to court over its refusal to use a digital audience measurement system.
Rajar has also said that it has extended its contract for a further year with research contractor IPSOS-RSL. Given the possibility that pending audiometer tests will yield a credible alternative to the dated diary measurement, the current contract with the researcher has been rolled over for a further 12 months up to the end of December 2005.
The base sample of 15- to 34-year-old males is also to be increased as data from the 2001 Census revealed that there was a significant reduction in the number of males under 44. Traditionally a difficult demographic group to access, Rajar has launched a major campaign to increase this sample by including special surveys targeted exclusively at this group and tailored incentive schemes.
More robust measurement safeguards have also been introduced with digital radio services, the rapid growth of which saw 25 national digital services join Rajar last year, creating a potential for confusion over station identity.
Whereas the radio industry will welcome further electronic system testing, it is likely to infuriate MacKenzie, who has been involved in an ongoing fracas with the research body. He wants Rajar to shelve its diary-based systems in favour of the RadioControl system. He claims that Rajar is dragging its heels and costing him money in lost ad revenue. RadioControl data shows that The Wireless Group's TalkSPORT station has an audience of 6.2m. This is 4m more than Rajar would have it.
The next series of tests will be overseen by former managing director of The Evening Standard Sally De La Bedoyere, who succeeded Jane O 'Hara in December as managing director of Rajar.
The latest Rajar figures are to be announced next Thursday.
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