Rajar adjustments delay last quarter radio figures

Radio audience figures for the fourth quarter of 1995 could be delayed because of measures by Rajar to rectify disparities in listening figures caused by new research methods.

Between Christmas and the new year, the Rajar board agreed to commission detailed modelling of all stations’ audience profiles, with the aim of clarifying the effects on light radio listening.

Rajar created a new system which aimed to deal more efficiently with the rapid increase in the number of stations. Rather than using a pre-printed diary listing all available stations, those surveyed were invited to prepare their own lists using stickers provided.

This appears to have resulted in national stations “losing” millions of listeners. Classic FM reportedly went from 4.5 million to 4 million, while Virgin Radio slipped from 4.3 million to 3.5 million (MW December 8 1995).

“There has been a failure by respondents to stick in sufficient labels,” says a Rajar statement.

Results of the audience profile analysis will be used to “model back” lost light listeners, station sources explain.

Rajar has also decided to run further parallel research to monitor how effective the the “remodelling” has been and reassess differences in weekly audience reach, which have affected all stations as a result of the new sticker methodology.

“This problem of label shortfall did not occur on the pilot of the new methodology,” says Rajar. “New procedures and substantial interviewer rebriefing are taking place to rectify this shortfall in the first quarter of 1996.”

Details of the new measures will be published by Rajar this week.

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here