Rajar, Joint Radio Audience Research Ltd, has published its roadmap for updating the way that it measures radio audiences in the UK.
The schedule includes a tendering process to begin in April 2005, with the new contract to be awarded in September 2005, or later. After that, new versions of the Arbitron Portable People Meter (PPM) and the GfK Radiocontrol systems will be vaildated and tested, alongside a new meter from Eurisko.
Sally de la Bedoyere, managing director of RAJAR, said in a statement: “The RAJAR roadmap to enhanced radio audience measurement is ambitious, but certainly achievable. It is the final stage of a journey RAJAR began in 2001 and it leads to a seismic change in radio audience measurement, namely the possible move to electronic measurement. We are optimistic that, by 2007, we will be heralding the introduction of an audio-meter based methodology, which measures analogue, digital, digital TV and Internet listening and we shall continue to work vigorously in the pursuit of this goal.”
Kelvin Mackenzie has already announced that the tests are “twaddle”, and indeed his Wireless Group is suing Rajar, as they are claiming lost revenue due to the lack of an electronic measurement system.