TalkSport boss Kelvin MacKenzie is threatening to sue RAJAR – the people who measure radio listening figures in the UK – claiming its decision to reject the electronic audience measurement system he is backing will cost his radio business "a fortune". As previously reported MacKenzie has little confidence in RAJAR's 'listener diary' system and has been developing his own technology based audience measurement systems while encouraging RAJAR to do the same. RAJAR had been piloting a new measurement method but have decided not to proceed – something MacKenzie describes as " a disgraceful decision, made by vested interests behind closed doors."
He said: "I am considering a lawsuit against RAJAR. After 15 months, the industry that prides itself in technology simply says no to electronic measurement. My radio station has an audience of 8 million, if measured by electronic measurement, and 2.2 million, if measured by memory, pencil and diary. These charlatans are costing my business a fortune. I now have no alternative but to consider looking to the courts to get justice for my company - justice that my competitors have denied me."
Mr MacKenzie hired the market research company Gfk Media to test the results of a Radiocontrol wristwatch measurement system against RAJAR figures, which are compiled using diary entries from a panel of listeners. He pointed out that GfK Media had published the results of two three month local surveys as well as a national survey, and challenged Rajar to disclose the results of its own trials. He believes the Rajar diary system underrepresents the audience for more low profile stations such as TalkSport, with the result that his business is losing out on potential advertising revenue.