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Wireless Group PLC (TWG)

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Tuesday 30 March, 2004

Wireless Group PLC

Audience Measurement

Wireless Group PLC
30 March 2004


For Immediate Release
30 March 2004


            Major advertiser backs Wireless Group in ratings battle


The Wireless Group plc ('TWG') has today noted a report in Media Week that
reveals the results of research conducted by NOP on behalf of Transport for
London ('TfL'), the public sector transport group, into the accuracy of GfK
Media's electronic audience measurement compared to RAJAR's memory and
diary-based system.

TfL and its media-buying agency, PHD Media, planned a £500,000 road safety
advertising campaign, using GfK figures in one plan and RAJAR figures in
another. The GfK plan proved to be twice as effective as the RAJAR plan for the
same money.

This was the first time a mainstream radio advertiser has used GfK's research -
based on the Radiocontrol wristwatch technology - to target airtime, publicly
establishing GfK as a coming currency to RAJAR's outdated and inaccurate
audience numbers.

TWG notes that TfL's head of advertising said: 'We went into this with a view of
trying to find out who was correct and GfK are absolutely on the money. It
couldn't have been more accurate. It's phenomenal.'

Kelvin MacKenzie, Chairman and Chief Executive of TWG, commented:

'This is great news for TWG going forward. talkSPORT will benefit the most in
financial terms, as it has suffered for years by having its audience
under-estimated by the RAJAR system. Larger music stations in London will suffer
because their dominant positions under RAJAR will no longer exist thanks to
accurate audience measurement.

'Furthermore, I look forward to receiving by return a banker's draft from RAJAR
for £66 million, the amount of money I am due in lost revenues.'


                                    - ends -


For further information, please contact:
Luke Morton / Robin Tozer, Bell Pottinger Corporate & Financial
020 7861 3232


Notes to Editors:

The Radiocontrol measuring device was developed by the Telecontrol Group, a GfK
subsidiary. In most countries, radio audience figures are still measured using
the interview method, either by telephone or by filling in a diary. Radiocontrol
measures radio and television audience behaviour by means of audio comparison,
whereby the tone sample recorded by the participant is compared with the tone
samples of all radio stations surveyed. The measuring device is incorporated
into a wristwatch.
The electronic system for measuring listening habits was launched in Switzerland
and has been used there since 2001. In addition AC Nielsen Media International
acquired a licence to use the Radiocontrol technology in 16 countries in the
Asia Pacific Region.



                      This information is provided by RNS
            The company news service from the London Stock Exchange
                        

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