IPSOS MORI CONTINUES TO RUN RAJAR’S AUDIENCE MEASUREMENT SURVEY
After competitive bid, Ipsos MORI retains its 14-year relationship as RAJAR’s radio measurement researchers
Today Ipsos MORI announced that RAJAR has chosen the research agency’s media division to continue as the lead contractor responsible for its quarterly industry-wide audience measurement survey. RAJAR has offered Ipsos MORI a two-year contract, with the option for an extension at the end of 2008. The diary based survey provides a single audience measurement system for the UK’s radio industry.
As the contractor working on the survey since it was founded in 1992, Ipsos MORI’s data has served as the gold standard for the radio industry’s trading currency over the last 14 years. In addition to conducting the diary and interview-based research amongst over 130,000 respondents each year, Ipsos MORI will be responsible for liaison with the member stations participating in the survey by gathering input from broadcasters; handling all survey requests; managing the quarterly results; and finally, reporting listening data back to each station.
Richard Silman, Executive Chairman of Ipsos MORI said:
"We are delighted to have been given this vote of confidence in the service that we provide to RAJAR and its member radio stations. The Ipsos MORI team is thrilled to have the opportunity to work with RAJAR to further develop radio audience measurement in the UK in the coming years. Since Ipsos MORI’s media division began working with RAJAR in 1992 our methodology has been refined and enhanced to meet the changing needs of the industry. We will ensure that the service we provide continues to adapt to represent listening behaviour in the UK as accurately as possible."
During this period, Ipsos MORI will continue testing of its MediaCell electronic audio meter. The MediaCell is currently under consideration for radio audience measurement in the US.
On the future of its MediaCell, Richard said:
"There is still work to do to bring electronic measurement to the UK radio market. Over the next two years, our focus will remain on delivering accurate and robust measurement for RAJAR. However, we will also be working closely with the radio industry to ensure that the best electronic metering technology is available to fairly and accurately reflect radio listening and to provide the industry with the information it needs to prove that radio is great value for advertisers."