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Arbitron Puts e-Diary On Hold as Return Rate Falls
Media ratings firm Arbitron has decided to suspend its recently launched e-Diary, which was trialling in markets where introduction of its PPM system is not imminent.
The e-Diary was introduced last winter as an alternative to pen and paper for recording listening habits, but just one in twenty people opted to make the switch.
Although Arbitron's analysis showed there was no significant difference in results between paper and e-Diary, the latter appeared to have a negative impact on return rate, ie the percentage completed, returned, and included in tables.
As a result, additional sample was needed in the last month to bolster the quarter. In a letter to clients, the firm said the experiment had resulted in an imbalance between months in the quarter measured, with the last month representing more than the usual tolerance limit of 38% of the sample in 21 of the markets covered. However, it says 'the quarterly survey remains statistically reliable and can be used with confidence.'
The letter continues 'We regret that this occurred because we expected positive results from e-Diary. We have suspended use of the e-Diary starting with the Spring and will not redeploy it until we are comfortable that e-Diary will have no negative effect on the diary return and response rates.'
Meanwhile the company has released the first 'currency' radio ratings from its Portable People MeterTM (PPM) system, in the inaugural market, Philadelphia. Among the results, the ratings show heavy listening by African-Americans relative to other segments, and a dramatic increase (versus diary figures) in the proportion of the audience who are employed full time, compared to what was reported by the radio diary.
In the next three years, PPM is scheduled to be deployed in the top 50 markets. Arbitron is online at www.arbitron.com .
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