Rajar methodology suffers setback due to technical hiccup

A technical hitch means media buyers will have to wait at least another month before being able to see the results of Rajar’s new methodology.

A technical hitch means media buyers will have to wait at least

another month before being able to see the results of Rajar’s new

methodology.



The first figures using the new technique were due out on 6 May but will

not now be available until 10 June, a spokeswoman for Rajar announced

this week. ’There is a small executional detail surrounding same-named

stations,’ she said.



The problem arose when Rajar fieldworkers failed to put all stations

that share the same name into a respondent’s diary, thereby giving an

inaccurate portrait of the weekly listening habits of Rajar’s 3,000

respondents.



The figures are now undergoing a process known as ’ascription’ which

will ensure that they are correct and robust when they are finally

released, the spokeswoman said.



The three major changes to the way in which data is collected and then

collated by Rajar have met with the full approval of the Institute of

Practitioners in Advertising, the Commercial Radio Companies Association

and the BBC.



Respondents will be given individual diaries rather than have to share

them with other people in their household. The diaries have also been

simplified and modified to accommodate new stations once digital radio

goes live, and the quarterly listenership bulletins will now refer to

annual performance rather than merely to that of the past three months.



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