| |
Arbitron Delays Internet/Satellite Measurement
Following pressure from broadcasters, US radio measurement specialist Arbitron is delaying plans to ask survey participants to record their Internet and satellite radio listening. The company is now planning a limited test of its revised instructions for diary holders, and full implementation is not expected before next summer.
Arbitron had originally planned to introduce the new instructions nationwide this winter. However, the NAB Committee on Local Radio Audience Measurement and the Arbitron Radio Advisory Council raised concerns, and have asked for the revised instructions to be fully tested before implementation.
Concerns centre around how diary holders define and report online or satellite listening. Owen Charlebois, President for US Media Services at Arbitron, says some listeners, especially younger ones, have already 'expanded their definition of what radio is'. However, while more than 3% of the population now subscribe to satellite radio, only about 1.5% of diaries mention it.
The company believes that the new instructions - which specifically tell diary holders to record Internet and satellite listening - will clear up any confusion, ensure greater consistency of ratings, and 'improve the diary's ability to capture all these forms of radio'.
The company is online at www.arbitron.com.
|
