Arbitron Enhances Research Quality of RADAR Service

In the USA,Arbitron has made several important enhancements to its RADAR network radio ratings service, including increased sample size, improved sample balancing techniques and new software reporting capabilities.

RADAR (Radio's All Dimension Audience Research) is a radio ratings service that measures national radio audiences and the audience size of network radio commercials and commercials within programs aired on 37 radio networks.

Beginning with RADAR 76, which will be released this week, RADAR reports will now be based on an annual sample of nearly 50,000 radio diaries. Arbitron began the transition from telephone to diary measurement in June 2002. The last release using all telephone (March 2002) had a sample base of 12,000 respondents.

Arbitron is also introducing improved sample balancing techniques that will introduce sample balancing for Hispanic respondents, improve sample balancing for black Non-Hispanic, and ensure the proper weighting for a number of demographic and geographic characteristics.

The NRRC (Network Radio Research Council) agreed with the use of the new sample balancing methods, after reviewing a test that showed, in all instances, the new methods produced a balanced diary sample consistent with population projections. The methods use 16 discrete sex/age groups; four census region groups; five county size groups and three household size groups; as well as race and ethnicity.

'From our research perspective, we're comfortable with what Arbitron has done,' said Len Klatt, chairman of the NRRC and senior vice president/director of Research, Premiere Radio Networks. 'The new sample balancing methods reflect Arbitron's commitment to maintaining and improving the RADAR service. The NRRC looks forward to working with Arbitron over the long term to maintain the consistency that's been associated with the RADAR product for a long time.'

'Arbitron is dedicated to making the RADAR service increasingly valuable to networks, agencies and advertisers. The larger sample sizes and improved sample balancing system are yet another way to improve the RADAR service,' added David Lapovsky, executive vice president, Worldwide Research, Arbitron.

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

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