Encouraging test results from Britain have helped fast-track the introduction of electronic measurement of radio audiences by Commercial Radio Australia.

With the new survey contract to cover 2007 – 2010 up for tender later this year, CRA CEO, Joan Warner, has been writing to advertising agency principals inviting them in for a fireside chat about the issues surrounding the introduction of electronic measurement.

In her letter to Radiofirst (a sister business to radioinfo) Ms Warner stated, “The industry is committed to serious tests of electronic measurement in the future. As an illustration of this commitment, it will be a requirement of our next ratings tender that electronic measurement testing be undertaken as part of the contract, due to commence in January 2007. Given that this contract will probably run for three years, this might mean electronic measurement will be a reality in Australia, if proven valid and reliable by 2010”.

Testing of several platforms by UK-based research company, RAJAR, shows consistent results from both Arbitron’s Personal People Meter (PPM) and the Eurisko Media Monitor. However, the Swiss “wristwatch” device which was widely demonstrated to Australian station owners, was found by RAJAR to be less effective and has been dropped from further evaluation until some software issues are sorted out.

Watch manufacturer, GFK/Telecontrol is disputing the findings.