Now that Kelvin MacKenzie has some research to back up his crusade against Rajar, will he get the industry's support? Glen Mutel investigates.
The techniques used to measure radio audience figures in this country are in urgent need of reform. At least that's what Kelvin MacKenzie thinks, and it's a view that he's not been shy in sharing over the past two years.
Those who have dismissed MacKenzie in the past should be warned - he is now armed with far more than just a celebrity profile and a talent for PR. Earlier this week the chief executive of the Wireless Group unveiled the results of a research project, which he hopes will prove his case once and for all.
The existing system used by Rajar to measure radio audiences draws upon 2,600 weekly diaries in which willing participants jot down their daily listening habits, breaking them down into 15-minute segments.
However, the Wireless Group's survey focused instead upon the potential of electronic measurement. More than 670 residents in …