Arbitron Changes to Stabilise Small Markets Sample

Audience researcher Arbitron has announced a two-phase program to cement radio audience estimates in all but four of the 114 small markets in its 'condensed market' service. Year round measurement and quarterly rolling-sample reports will begin with the release of Spring 2007 reports.

Firstly, beginning with the release of the Fall 2005 radio survey results, Arbitron will base tabs of audience estimates for these markets on the last two in-tab diaries, ie in this case the Fall 2005 and Spring 2005 surveys, effectively 'delivering two times the current sample size for audience demographics and dayparts'.

Secondly, beginning in January 2007, Arbitron will bring the sample approach for these condensed markets into line with that used in the RADAR(r) radio network service, taking a quarterly rolling approach. This means adding surveys for the winter and summer quarters, splitting the current sample equally across the four quarterly surveys and basing each market report on the in-tab diaries from the four most current quarterly surveys. Ratings reports will be issued quarterly from Spring 2007.

The four markets not due for change are those that are embedded in larger metro survey areas.

VP Marketing Dennis Seely says the approach is the result of almost two years of discussion and planning in conjunction with the Radio Advisory Council and customers. 'Our customers in these markets have consistently told us that stability from survey to survey is a paramount need... We are effectively doubling the reported sample and increasing the reliability of the reported estimates and providing two additional reports per year, all without increasing the costs to our subscribers'.

The condensed markets sample size is smaller than the 'standard' two-time per year markets and fewer discrete demographics are reported: the service was designed 'to give small markets the advantages of the MRC-accredited Arbitron radio ratings service at a cost that is more appropriate for the size of the market'.

Arbitron's 84 'standard' markets are also surveyed only twice a year, in the Spring and Fall, but have a larger sample size and more discrete demographics than condensed markets, and are not included in the changes. Along with the 98 major, four-time-a-year markets these three groups add up to the Arbitron total of 296 markets monitored.

The company's home page is at www.arbitron.com

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.

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