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New Wave Tender for UK Radio
RAJAR, the UK radio audience measurement organisation, will issue an invitation to tender for its new audience survey this week. The survey specification emphasises the need for measurement of digital radio audiences, along with better representation of young men and ethnic minorities.
RAJAR is encouraging innovations from prospective contractors, and says it will welcome tenders based on a range of methodologies, including audiometers, which RAJAR is currently trialling, as well traditional paper diaries. Unlike previous contracts, companies will be able to pitch for the entire contract or for specific parts. Tenders are due by the end of the year, and the contract will start in 2007.
The new specification, which is designed to 'embrace the changing face of radio', requires contractors to measure audiences for digital (including digital TV and Internet)radio as well as traditional analogue channels. In addition, RAJAR wants companies to secure 'more effective and stable' samples, and to improve demographic quotas for hard-to-reach sectors, especially young men and ethnic minorities.
RAJAR's national audiometer fieldwork is currently underway, including tests of Arbitron's PPM, the Eurisko Media Monitor, and a new mobile phone-based audiometer developed by IPSOS-RSL. Sally de la Bedoyere, Managing Director of RAJAR, stated: 'All tests should be completed by the end of the year and will enable RAJAR to consider the results alongside the tenders before awarding a new contract early in 2006.'
Of the search for new contractors, she said: 'RAJAR is tasked by its subscribers to select the very best methodology, and therefore we must pursue every avenue which presents itself so we can deliver thoroughly tested, accurate and affordable gold-standard data. 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.'
RAJAR is online at www.rajar.co.uk
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