Do you know what RAJAR is? More importantly, do you know why it’s so important? The next RAJAR results are due out this Thursday, so today, we’re giving you a very quick insight into Radio’s audience measurement system.

What does RAJAR stand for?
RAJAR stands for Radio Joint Audience Research and is the official body in charge of radio audience measurement for the UK covering both BBC and Commercial Radio.

How does it work?
Each week over 2,000 people are recruited by Ipsos-MORI to complete a RAJAR diary of their radio listening, either on paper or online.

Respondents complete the diary to show when they start and stop listening to a particular station. The diary also collects information on where the listening takes place. (For instance is it at home, in the car) and the platform (AM/FM, DAB or Online).

This survey is carried out all year round and at the end of every 3-month period, the numbers are aggregated to produce individual station results.

Why is it important?
All stations use the information provided by RAJAR to plan their programming and marketing. But it’s more important for Commercial stations, because RAJAR is used as the basis for selling their airtime and the bigger the audience, the more they can charge.

At Radio Experts we know RAJAR inside and out. This insight enables us to plan and buy radio campaigns intelligently, ensuring we get the best value and effectiveness for advertisers. The next RAJAR results for Quarter 2 are released this Thursday 1st August, so we’ll be pouring over the figures and keeping you informed of any significant changes.

Tim Cowland is a Founder Partner at Radio Experts, a London based specialist radio advertising agency. @timcradioexpert

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