RAJAR tests new smartphone derived audience analyses, powered by MediaCell

Ipsos MediaCT has been commissioned by RAJAR to extend and expand its Radio Listener Panel for a further year after evaluating the findings from their MediaCell smartphone measurement panel which ran throughout 2012 in the London Area. The Panel provides data through technical and research systems specifically designed for MediaCell. RAJAR has been working with both Ipsos MediaCT and the participating stations throughout the development and management of the project to date. Following the assessment of the recent findings, RAJAR have commissioned Ipsos MediaCT to extend the panel for a further year and expand the scope of the project to learn what longer term viability the device has in delivering additional listener behaviour and audience diagnostics.

Jim Ford, Commercial Director of MediaCell, says:

“We are delighted that RAJAR is investing directly in this project, and taking joint ownership of the MediaCell panel. This will allow us to further our understanding of what MediaCell can deliver to the radio market. It is also another important endorsement of MediaCell following the commercial launch of MediaCell in Italy earlier this year.”

Jerry Hill, CEO of RAJAR, says:

“We have seen from this year’s London test the potential of the MediaCell smartphone device in providing more detailed analyses of audience behaviour at a more granular level and over time. This initiative, when combined with our existing audience survey, has the potential to provide valuable insight to programme producers. We will be working over the coming year with Ipsos and the station research and programming teams to determine what the device is capable of."

Note to editors

This MediaCell London Panel of 350 adults was originally set up by Ipsos MediaCT in Q4 2011 to run for 12 months to examine the viability of longitudinal listening analyses and also assess user participation and compliance from a large panel of listeners. This followed a number of previous smaller field trials that focussed on testing the technical performance of the encoders, the installation of the “app” on panellist handsets, and the retrieval of daily data from participants. The “app’’ operates across all the major Mobile Operating systems (Symbian, Android, iOS and RiM); The BBC, Global Radio, Bauer Media , Absolute Radio, GMG and UTV Media all participated in the trial by placing encoders in their stations representing over two thirds of listening in the London radio market.