This paper first reviews the overall nature of audience measurement of radio into which context the potential for a meter based solution can be set. It considers the nature of task that radio research faces, identifies the different sources of error and considers how well radio does relative to other forms of research, and particularly TV audience measurement. It goes on to identify the required key characteristics of radio meter equipment. It then focuses on the more important issues in some detail and in particular outlines the alternative meter development strategies currently being pursued, in terms of both station identification technique and survey design implications. Whilst the paper suggests caution in terms of the likely availability of meter based systems for radio and some reservations about their affordability, its conclusion is that at this stage in the development of the radio medium, an improved audience Measurement technique should be pursued with enthusiasm.
This paper describes the ways in which the United Kingdom's radio audience research system (RAJAR) has been developed and modified since its beginnings in 1992 to improve representation of minorities. Primarily its coverage relates to the measurement of two groups - young people and ethnic and linguistic minorities. The paper demonstrates that mainstream surveys such as RAJAR can introduce successful modifications, but also accepts that there are limitations in what can be achieved, and concludes by arguing for attention to be given to the integration of specialist surveys with core industry research services.
This paper considers how media research should develop in the context of the changes affecting the major media. It describes the major influences and concerns which are having an impact on the mass consumer media and highlights the limitations of conventional research in addressing these. The paper suggests that it will be necessary for industry media research to move away from the existing monolithic systems towards more flexible methods. These should complement each other and should lend themselves to the development of a database which will provide key measures for all major media, on a common basis. The conclusion is that whilst an eventual single database source of media audiences may still be over a decade away, those concerned with media research should already be considering the development of services which will fit with this eventual requirement.
This paper begins by describing the development and methodology of RAJAR - the UK's first jointly agreed audience research system for radio, setting this in the context of the structure and needs of the two broadcast sectors - BBC and commercial. It then focuses on a number of key areas of technical challenge reflecting the complexity of the present and future radio environment. In particular there is discussion of four issues: sampling methodology in the face of multiple overlaps of local station areas measurement problems given the growth in station choice issues relating to reporting and information reliability operational issues associated with a very large measurement service. The paper concludes by suggesting that the future promises further challenges and suggests that even if harmonisation of methodology is not in prospect, at the very least radio researchers from different countries should compare notes.
The paper reviews the extent to which the video recorder has become an important, and complicating, part of the television audience scene - with implications for all sections of the industry, including researchers. Within a year or two ownership of video recorders will exceed a quarter of all households almost everywhere in Europe, and in some markets will be considerably higher. Already use of video, particularly as monitored in the UK (where ownership is still well above the European average) has important implications for broadcasters and advertisers. The paper highlights the broad patterns of use emerging from the BARB peoplemeter panel. In addition, it gives an insight into detailed behaviour - the playback of time shifted recordings in particular - based on a special panel equipped with AGB video recording 'fingerprinting' equipment. Work to date draws attention to the full complexity of handling and presenting information on audiences to video and the paper concludes by summarising options for the future - for surely video will not go away.