Rajar consultation reveals consensus on electronic measurement

Findings of an industry-wide consultation undertaken by Rajar, the radio audience measurement body from April to October 2004, have been published. Over 300 respondents from all sectors of the radio industry including BBC and commercial radio, advertisers, agencies and system providers agreed that electronic measurement is the way forward but that a period of introduction, education, information and careful management is vital. There was also consensus that any new methodology should be credible, robust and affordable.

Sally de la Bedoyere, managing director, Rajar said: “We now have a far clearer picture of the needs of the industry and the feedback we have received will help enormously in framing the specification for the new contract which we will be drawing up in the next few months”.