Rajar extends Ipsos MediaCT’s radio audience service

The panel uses MediaCell technology to capture radio broadcasts through software downloaded to mobile phones. Ipsos first launched the test panel in 2010, and upped the sample size to 350 respondents last year.

After assessing the findings of the tests, Rajar has commissioned a one-year extension to “learn what long-term viability” the device has in delivering additional listener behaviour and audience diagnostics.

Jerry Hill, CEO at Rajar said: “”We have seen from this year’s London test the potential of the MediaCell smartphone device in providing more detailed analyses of audience behaviour at a more granular level and over time. This initiative, when combined with our existing audience survey, has the potential to provide valuable insight to programme producers. We will be working over the coming year with Ipsos and the station research and programming teams to determine what the device is capable of.”