Talk Sport boss launches new radio listening measure

Talk Sport boss Kelvin MacKenzie, a longtime critic of the way the Rajars, the main radio listening figures, are compiled has launched a new radio audience measuring system. Run in conjunction with market researchers GFX the new service will generate monthly listening figures from June based on a panel of 2000 listeners, whose listening habits will be recorded on electronic wristwatches which identify what radio stations a person is listening too at any one time (Rajars rely on those being researched to keep a written diary of which stations they listen to). If the new research system takes off MacKenzie may pull out of the Rajar system, which may lead to other radio companies following suit. Rajar, for their part, is also trialling new systems of audience measurement, more details of which should be released later this year.