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
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
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.