Following criticism about old fashioned audience research methodology from super regulator OffCom recently, the UK’s official radio measurement body, RAJAR, has invited tenders to manage a new generation of listener survey.
RAJAR expects tenders to be submitted by the end of this year, with the new contract being awarded in the early part of 2006, and due to start in 2007.
The new contract specification includes a broad brief, which “seeks to embrace the changing face of radio and reflect any new possibilities that may arise from the current national audiometer fieldwork test programme.” There is also scope for any innovations that may come from the contractors themselves to be included. Radio people meters will play a significant part in the new methodology.
Tenders are being invited for a wide range of methodologies, from full audiometer, or a diary plus audiometer panel to a number of hybrid solutions, and, unlike previous contracts, companies will be able to pitch for the entire contract or specific parts.
Tenderers will be given three months to submit their proposals, from which a shortlist is to be compiled with a new contract being awarded in the first quarter of 2006. This should allow sufficient time for a series of parallel runs to take place during 2006, as well as a period for manufacturing, prior to the introduction of the new survey in 2007.
RAJAR Managing Director, Sally de la Bedoyere, says: “The RAJAR Board has taken a number of major decisions which will enable us to forge ahead on all fronts for the remainder of this year, namely its approval of the contract specification, the agreement to issue an Invitation to Tender and its continued support for our national fieldwork tests.
“RAJAR is tasked by its subscribers to select the very best methodology for the radio industry and, therefore, we must pursue every avenue which presents itself so we can deliver thoroughly tested, accurate and affordable “gold-standard” data both now and in the future.
“Over the past six weeks, we have discussed all the implications of the new specification with our subscribers and I am pleased to report that the level of concord and confidence in the recommendations has been very positive from all sectors. I am in no doubt that the new specification will serve the requirements of our subscribers and the future radio landscape well.”
The new specification requires future contractors to measure station output by both analogue and digital platforms, seeking to measure DTV, DAB as well as internet. In addition, it details a range of requirements that RAJAR wants to see incorporated in the new survey including improvements to the radio map, sample design and reporting. A series of field work tests has already been completed in the move towards the new methodology.
Also in the UK, recent research conducted jointly by the Radio Advertising Bureau and the Internet Advertising Bureau has found that one in five internet users is listening to the radio at the same time as surfing the net. The two organisations will work together on some joint marketing projects.