A Few Corrections Mr. Eduardo.... :)

[dhett]

Arbitron never followed up with me

> Every market gets...
>
> 1. Placement call. This is how diarykepers are recruited. No
> diaries are sent blind.
>
> 2. receipt call in which theyverify the diarykeepr got
> diaries and is ready to start the next day.
>
> 3. Follow up calls, usually two. Making sure the diarykeepr
> is filling it out.
>
> 4. Return and wrapup call. Last day of book or day after to
> remind to finish diary and return.
>
> All markets, for at least last 15 years.

No more than the last 15 years, if even that. I once received in the mail an Arbitron diary sometime between 1989-1993 while living in the Rochester NY area. I don't remember the exact year, but do I remember where I was working at the time.

The diary was sent blind and I never received a call from anyone at any time. I ended up guessing most of my radio listening, on the last day I think, or at least near the end. The hardest part was trying to remember when I listened, as I was usually listening to WHAM all the time.<P ID="signature">______________
Dave</P>

 

[davideduardo]

Re: Arbitron always follows up.

>
> No more than the last 15 years, if even that. I once
> received in the mail an Arbitron diary sometime between
> 1989-1993 while living in the Rochester NY area. I don't
> remember the exact year, but do I remember where I was
> working at the time.
>
> The diary was sent blind and I never received a call from
> anyone at any time.

Arbitron has not sent diaries blind in the current methodology as they would not be able to achieve proportionality in the sample. The audited by MRC methodology requiresw a placement call and follow ups.

You may have gotten a diary that someoene else in the home accepted; the mid-diary week calls were added in the last 15 years, but the placement, receipt and return calls have been done oaways except when Arbitron did Personal Placement and Retrieval in DST areas in the 70's (they no longer do PPR).

> I ended up guessing most of my radio
> listening, on the last day I think, or at least near the
> end. The hardest part was trying to remember when I
> listened, as I was usually listening to WHAM all the time.

Most diarys are quite precise. And the people meter only shows that there is more light, secondary listening oging on... but the shares stay nearly the same.

 

[radiospasm]

Re: Explain Please!

> Actually, most agency (where ratings are the determining
> factor) buys are dictates, not pitched sales. The only
> reason a seller calls on most agencies is to negotiate
> price, or cost per point, or value added, for the demo the
> advertiser has specified.

This is absolutely true. I have worked in Network Radio for the last few years and I hate this more than anything. Agencies are dictating buys based primarily on AQH points (at least in network radio- I'm not experienced in agency buys at the station level). And, as you mentioned, we just fight for a higher CPP, and on occasion, CPM.