The war of words between Wireless Group chief executive Kelvin MacKenzie, pictured, and Rajar has continued after the radio audience research body gave the company’s talkSPORT station a reach of 1.9 million.
MacKenzie has consistently claimed the way Rajar compiles its figures is out of date and has described it as “a pen and paper” diary system. He uses alternative survey data.
MacKenzie fumed: “With technology – remember the stuff that Bill Gates brought us – talkSPORT remains the No1 commercial radio station in the country with 6.2 million listeners, despite the fact that this was the first summer in three years without any football.
“Under the pen and paper diary system, talkSPORT is the bottom national station, credited with fewer than two million listeners. I hate the Rajar system. It’s costing me millions; it’s plain wrong and in the near future it will be declared illegal.”
Rajar has begun a second stage of testing electronic meters as a way of measuring radio audiences.