Arbitron Completes Landmark Consumer Study 27/07/00 The National Association of Commercial Broadcasters in Japan (NAB-J) recently released the results of a landmark study conducted by The Arbitron Company on Japanese consumers and their use of major media. Among its many findings was that when it comes to radio listening habits, American and Japanese audiences are not necessarily a world apart. According to Brad Bedford, vice president of Asian marketing at Arbitron, "The research conducted by Arbitron in this national study provides the media and advertisers of Japan with a clear and complete picture of how Japanese consumers use radio, television, newspapers and magazines in their daily lives. This report not only provides insights into the amount of time consumers spend with those media, but also details where and when the consumers are exposed to the media, at home, in the car and at work." The Japanese broadcasters turned to Arbitron, according to Mr Bedford, to enhance the reputation of Japanese radio for delivering consumers for advertisers and agencies. Arbitron's survey, which was conducted in November and December 1999, found that a considerable majority (69%) of the Japanese population listens to radio during the week and Japanese in-car commuters listen to radio about as much as US drivers do (74% vs. 80%). The study included 124 consumer categories - such as age and gender, occupation, automobile ownership, electronic appliance purchases, leisure activities, food and beverage consumption - to portray the dynamics of Japanese media audiences. "This survey not only confirmed our feelings about the impact radio has in Japan, but also provided important new findings," said Yoshio Toyoji, CEO of Radio Osaka. "The 124 consumer categories can effectively be used by everybody. We are enthusiastic about this survey, and we would like our clients and agencies to share in this excitement." Arbitron worked collaboratively with Japanese broadcasters to ensure that all aspects of the research - from project methodology to the design of the questionnaire - suited the Japanese marketplace. A pilot test study was also conducted in the field before the full study was undertaken.