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Radio Industry Embraces Electronic Measurement |
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Wednesday, 26 January 2005 |
 RAJAR, the media-owned body that is in charge of radio audience research in the UK has finally decided to opt for an electronic audience measurement system after years of debate.
Traditionally having used a paper diary methodology to collect and record the radio listening habits of people in the UK, the announcement follows a poll of over three hundred radio and advertising executives whereby the majority saw electronic measurement as the way forward and a better alternative to the paper diaries that have been traditionally used.
The results highlighted concerns however for a clear introduction, education, information and careful management of the new system as well as a system that is credible, robust and affordable.
Rajar welcome you to the twenty-first century!
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