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... Which is why when one of the most outspoken men in media – whose high-profile career has included everything from editing The Sun to broadcasting topless darts – first took aim at the radio audience measurement body because its figures were not as good for his beloved TalkSport as those his own research had produced, there were plenty of people who thought it was all a laughable attempt to hold the industry to ransom. ...
When MacKenzie last week told Rajar to stand and deliver – setting the body a deadline of December 19 to bring in a new system of radio watch measurement for more than 40 national stations and 300 in total, commercial and BBC alike – he left the impression he was deadly serious. ...
GfK’s radio watch has shown higher levels of traffic for speech-based channels, notably TalkSport, compared with the diary measurement system. ...
Over several months it tested two systems: the radio watch favoured by MacKenzie and an even more advanced Portable People Metre (PPR) developed by Arbitron, the company which measures radio audiences in the US. ... As the table on this page shows, there was a wide gulf between the listening figures recorded by the Arbitron metre users and those in the pilot wearing the radio watch. ... “It was not just taken by the commercial radio companies but also the BBC and representatives from the Institute of Practitioners in Advertising. ...
The radio measurement body’s diary system already costs £4m a year and national radio companies pay £95,000 a year to fund it.
Approximate Word count = 1217
Approximate Pages = 4.9
(250 words per page double spaced)
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