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Industry backs Rajar testing move.(Radio)
The radio industry has reacted overwhelmingly positively to Rajar's decision not to rush into the introduction of electronic technology for monitoring audience listening figures.
The organisation last week issued three new two-year contracts for audience measurement, beginning at the start of 2007. Data collection will continue to be handled by Ipsos Mori, which will use the current paper diary method. For the first time, data collection and processing are being split, with RSMIB awarded the contract to process the completed diaries.
However, electronic technology is not being overlooked. In a third contract, Rajar has teamed up with Barb and together they will use the Arbitron PPA audiometer from TNS to begin monitoring 50 stations across all digital platforms within the M25.
This will see the audiometers going into more than 330 homes in the area at a cost of an extra 3m [pounds sterling] and, for the two-year period, the collected data will be used to provide extra information to member stations. However, it will not feed into the official quarterly figures.
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