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Rajar figures muddy the waters

Posted in Media, Latest reporters' blogs, Russell Parsons February 4th, 2008 by Russell Parsons

To quote Mark Twain: “There are lies, damn lies and there are statistics.”

Statistics can distort, confuse, anger and comfort in equal measures. Rajar’s quarterly figures are not lies, I hasten to add, but the data it uses is confusing and does not lend itself to media agencies looking to plan radio campaigns.

The confusion is particularly prevalent when determining who rules the roost at breakfast time in London.

Rajar looks at audience reach for the duration of the respective breakfast shows.

Heart 106.2’s Jamie Theakston and Harriet Scott won out in the battle for breakfast between 6am and 9am.

However, if you look at the Rajar figures for Capital’s breakfast show presented by the jocular Johnny Vaughan, (whose show runs from 6.30 am until 10 am) his total listenership was higher.

Rajar is not comparing like for like, how can it be when the two have different finish times and lengths?

This apples and pears comparison does muddy the waters somewhat - both for media agencies spending client’s money, and stations looking to crow about their successes and build brand awareness, it is essential everyone knows who comes out top when both shows are on the air.

If the reunion of Johnny and Denise on the breakfast show does resonate with listeners, or if Heart’s own dream ticket continues to outperform, how are we to know? The current data Rajar releases may not reflect it. 

Rajar needs to compile figures for when all shows are on the air, so we can truly see who are the kings and queens of breakfast and media planners can be sure they are giving their clients the best value for money.

To read mad.co.uk’s full coverage of the recent Rajar results go to mad.co.uk/rajars