Abstract:

This paper assesses the potential of the radiometer in offering the radio (and television) industry a major breakthrough for the measurement of their audiences. Each of the systems under development is a quasi-passive device. It will be essential for the developers of these proprietary systems to establish whether people will wear their devices throughout the day: from first thing in the morning to last thing at night. The validity of a radiometer audience measurement currency will be dependent on the highest standards of respondent compliance being achieved throughout the day. The prospective customer will need to be convinced of this.