Keeping you up to date with RAJAR

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Keeping you up to date with RAJAR

• A presentation to the MRG
• 17th January 2005

Sally de la Bedoyere Paul Kennedy
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Agenda

• Roadmap to change
• Industry consultation
• Next steps
• Meter tests

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Roadmap to change

• Background
• Testing programme for Radiocontrol watch and
  Arbitron PPM Jan 2002 Mar 2003
• Discussions with manufacturers and development of
  new versions
• Budget of 500,000 committed to new tests for 2004

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Roadmap to change
Consultation New meter tests
Fieldwork New specification Tender contract
award
Parallel runs
2004
2005
2006
2007
Introduction
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Industry consultation

• May-Sept 2004
• BBC, CRCA, Stations, Advertisers, Agencies,
  Industry bodies
• One-to-ones, group interviews, national /
  regional workshops, online survey.

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Industry consultation

• The future task is harder

Comprehensive and in-depth planning and analysis
simplification
Excellence
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Survey requirements

• Definition of listening

• Robust data

• Platform measurement

• Growing requirement

• Radio map

• Simplify sampling, protect local USP

• Frequency

• Stability and representation

• Simplicity for trading. Detail for
• marketing, programming, planning

• Depth

• Affordability

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Survey requirements

• Importance and value of a single audience
  measurement survey embracing all commercial and
  BBC radio
• Likely to embrace audiometer technology in the
  future
• Careful introduction, education and management
• The new service should have improvements which
  are demonstrably better than that which currently
  exists
• Credible and robust data

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Next steps 2005
Fieldwork on successful meters
New specification
2005
Tender contract award
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Why audiometers?
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How do audiometers work?
Encoded signal
Audiomatching
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Potential problems

• False positives
• False negatives
• Format bias
• Sample bias
• Compliance

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Test Phase 1

• Arbitron PPM
• Radiocontrol Watch
• Acoustic
• Placement
• Compliance
• Qualitative
• Field
• Expert witness

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Conclusion

• False Positives
• False Negatives
• Format bias
• Short session listening
• Compliance issues

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Next steps

• Put audiometers on hold
• Talk to manufacturers
• Agree path to progress
• Secure budget
• Agree test plan
• Agree timetable
• Test again!

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Test Phase 2

• Validation test
• looking for
• false positives, false negatives and format
  bias
• But also
• comparisons between 3 audiometers

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Validation Test

• TNS / Arbitron PPM
• Gfk / Radiocontrol MediaWatch
• Eurisko NOP World Media Monitor

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Validation Test

• NatCen
• 1 hotel
• 2 days
• 3 audiometers
• 20 rooms
• 33 radio stations
• 1390 individual sessions
• 41700 minutes of test data

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Validation Test

• 33 radio stations 15 x FM 8 x AM 10 x DAB
• 3 x volume 45db 60db 75db
• 4 x background male speech, shopping center,
  car, tv
• 9 x background vol -5db 0db 5db
• 3 x ambient states normal, speech, water
• 4 x carriage methods normal, pocket, jacket, bag
• 3 x motion states none, mild, vigorous
• others cards, keyboard, switch-off

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Results?

• Too early
• but here is a sneak preview

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The meters are the same
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The meters are different (1)
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The meters are different (2)
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One of the meters is the same, one is different,
and one is neither
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The reality of meters

• Different ways of measuring the same thing?
• So which is right?
• Does it matter?

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Conclusion

• All meters produce some false positives
• All meters produce some false negatives
• Some format bias is probably inevitable
• But theyre getting better (we hope).

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Further testing

• Will people wear them?
• What does the data look like?
• Will there be an increase in accuracy or simply
  an increase in precision?