Arbitron Unveils Sample Increase Plan

Arbitron is to begin using its radio diary database to increase the sample size for RADAR network radio audience estimates in the USA. This begins with the release of the RADAR 73 network radio ratings report in June 2002.

RADAR(r) (Radio's All Dimension Audience Research) is a national radio ratings service that measures audiences to radio commercials aired on 31 radio networks in the USA operated by ABC Radio Networks, American Urban Radio Networks, Premiere Radio Networks and Westwood One Radio Networks. Arbitron acquired the RADAR radio network ratings service from Statistical Research, Inc. in July 2001.

The service currently produces its estimates using a 12-month, 12,000-person telephone survey in combination with the industry-standard commercial clearance collection system. Beginning with the release of the RADAR 73 report in June of 2002, Arbitron will use 12,500 diaries in each of the most current quarterly periods of the 12-month RADAR survey and will drop 3,000 telephone interviews from each of the earliest quarterly periods of the previous 12-month RADAR survey). By the release of RADAR 76 in March 2003, RADAR reports will be based on an annual sample of 50,000 radio diaries - more than four times the current sample of 12,000 respondents.

'When we acquired RADAR in July 2001, we said that we would work with the networks, agencies and advertisers to enhance the RADAR service by taking advantage of Arbitron's enormous diary database,' said David Lapovsky, executive vice president, Worldwide Research, Arbitron Inc. 'The plan we are announcing today is the outcome of months of careful consultation with our customers. Together we have devised the ideal way to increase the reliability and utility of RADAR through substantially larger sample sizes while maintaining the stability that the national radio industry values.'

All articles 2006-22 written and edited by Mel Crowther and/or Nick Thomas unless otherwise stated.

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