PPM Gets A Failing Grade In The U.K.
April 29, 2008 at 1:07 PM (PT)
U.K. radio audience body RAJAR will cut short its investment in its experimental electronic measurement panel, run by TNS using ARBITRON’s PPM, and will launch an industry-wide review of audience research options. It will also field test a new online diary system in JULY.
RAJAR's SALLY DE LA BEDOYERE described the decision as "a rational and pragmatic one," pointing to "serious concerns with respondent compliance, particularly at breakfast time" and others involving ‘sample sizes, panel composition and the practicalities of operating a panel for the entire U.K. radio market."
A review will be headed by MORAG BLAZEY, former CEO of PHD MEDIA LTD, and will lead to a new three-year strategic plan to be published later this year. BLAZEY will consult with a range of key radio and advertising industry stakeholders on the scope and content of the survey, reporting and trading turnaround times, proposals for bigger samples and many other issues.
Meanwhile RAJAR is currently working on the possible introduction of a new online diary which it says would "give the radio industry more flexibility, wider scope and the option of greater in depth analysis."
Arbitron Responds To RAJAR
ARBITRON's SVP Press & Investor Relations THOM MOCARSKY told ALL ACCESS, "We appreciate RAJAR¹s diligence and the discipline they brought to the evaluation of competing electronic measurement systems. (After all, they chose to pilot our system over all the others in the world.) Given their desire to have one methodology to measure all markets, large and small, we certainly understand that audimeters (as they call them) are not an appropriate and affordable solution for their unique requirements."