Wireless Group PLC
10 December 2003
For Immediate Release
10 December 2003
Electronic audience measurement used for first time
to plan advertising campaign
The Wireless Group plc ('TWG') has today noted a lead report in Marketing Week
stating that Transport for London ('TfL'), the public sector transport group,
has adopted the GfK Broadcast Media Survey to plan a road safety advertising
This is the first time a mainstream radio advertiser has used GfK's electronic
audience research - based on Radiocontrol wristwatch methodology - to target
airtime, publicly establishing GfK as an alternative currency to RAJAR's
outdated and inaccurate audience numbers.
TfL will test the accuracy of GfK audience numbers against that of RAJAR. The
report states that eight radio stations will be divided into two groups with GfK
data being used to plan campaigns on half of them and RAJAR data on the other
half. The results of the campaign will be due in February 2004.
TfL's campaign is being supported by its media-buying agency, PHD Media.
TWG notes that a TfL spokesman said: 'Part of the reason behind this is to
maximise our budget, which is particularly important to us as we are spending
Kelvin MacKenzie, Chairman and Chief Executive of TWG, said: 'Advertisers are
waking up to the fact that RAJAR's antiquated diary-based system is an anathema
to an industry that prides itself on new technology. Less than nine months since
launch, GfK's data is now being seen as a credible alternative to RAJAR's.'
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For further information:
David Rydell / Luke Morton, Bell Pottinger Financial
020 7861 3232
Notes to Editors:
The Radiocontrol measuring device was developed by the Telecontrol Group, a GfK
subsidiary. In most countries, radio audience figures are still measured using
the interview method, either by telephone or by filling in a diary. Radiocontrol
measures radio and television audience behaviour by means of audio comparison,
whereby the tone sample recorded by the participant is compared with the tone
samples of all radio stations surveyed. The measuring device is incorporated
into a wristwatch.
The electronic system for measuring listening habits was launched in Switzerland
and has been used there since 2001. In addition AC Nielsen Media International
acquired a licence to use the Radiocontrol technology in 16 countries in the
Asia Pacific Region.
This information is provided by RNS
The company news service from the London Stock Exchange