News over the weekend that the radio industry’s audience measurement is returning.
It’s seemingly been on a longer hiatus than One Direction, as its panel building was somewhat kiboshed by the Coronavirus.
It’s always popular to knock RAJAR (or any research methodology) but most wailing is pretty uninformed. RAJAR is one of Europe’s largest surveys with nearly 100,000 people participating in a regular year. It’s demographically and geographically representative of the UK’s listeners (and non-listeners) and that requires some effort. How do you get someone to fill in a survey about radio listening when they don’t listen to any? It’s important to track that group too!
People also fail to recognise that RAJAR isn’t one national survey, it’s hundreds of inter-locking surveys that give robust data about individual stations’ TSAs (their coverage area). So you need to be representative in Portsmouth, Southampton and Bournemouth individually, as well as across the combined regional area too.