> > When will Arbitron have a competitor? Arbitron is a
> freakin
> > monopoly! Their methods are outdated, and you can bet they
>
> > are not in ANY hurry to roll out PPM's to the masses!
> >
> > Male 25-54 receives an envelope in the mail from Arbitron
> > wanting his participation in a survey. They are willing to
>
> > pay....oh, $5 for his time!
> >
> > Wife of Male 25-54 says, "Honey, it's from a company
> called
> > Arbitron, they want you to fill out a survey each day for
> 7
> > days on a small flyer thingy.
> >
> >
> > Male 25-54 - "I don't have time for that dear, I have to
> > work, YOU fill it out!
> >
> >
> > Arbitron results:
> >
> > Male 25-54
> > #1 - Lite FM
> > #2 - B98.5
> > #3 - Star94
> >
> >
> > How many times does THIS happen??? More often they will
> ever
> > mention!
> >
>
> holy crap thats how they do it?!!
>
Sadly, that's true. At least Neilsen has an electronic box (similar to TiVo)for the top markets (I don't remember how far it goes to, probably no lower than the 15th market) that records what channel and for how long you watch, then pings Neilsen's server via modem with the numbers. Of course, that's even skewed. How many TVs in lower income areas do you think have that box? And, yes, the statistics of that analogy fall on racial lines as well.
So, now let's go to the radio: In EVERY market in the country, ARBITRON asks a significant small number of people to make a journal of what you listen to on the radio and for how long. Then, mail that journal in when the alotted time has ended. Of course, within that less than ten percent of people asked to take the survey agreed, I'm sure less than three percent actually turned it in at all, or in an "acceptable" completeness (yes, ARBITRON even throws out many surveys because they were deemed "incomplete") Come on. If much of you are like me, you're thumbing around your favorite stations (like there are many of us these days devoted to one station) trying to find something you like, then hitting the "scan" button once nothing is found. And, if you DO find something, you're not there on that station for long. Now, write all of that down for a mere compensation, probably less than what the freaking journal and your pen cost you!
It does fascinate me that there are no other competitors out there for Neilsen and ARBITRON, especially with the technology out there these days. I mean, how hard would it be to make a PDA-type device that you could connect to your car stereo or home radio that records our radio listening? There could be a docking station at home that hooks up to your phone and it pings the server when it's in the station, charging up. Hell, "Joe Blow Media Research" can have a better report than ARBITRON just by going on the street and ask the two simplest questions: "How old are you?" and "What's your favorite radio station?"
So, for other discussions of numbers, there's this other blog on a site that has "Access" to "Atlanta", that's owned by one of the biggest media conglomerates in the country. Well, the heaviest hitters in Atlanta Media (print, audio AND video) are owned by them, anyway.
Nevertheless, it's extremely disappointing that the only radio ratings group in the country would be so secretive about their numbers. Of course, I know they want you to PAY for their data. Besides, the radio stations will just skew the numbers in their favor anyway. Have you ever heard 20 stations claim to be the number 1 station in town? They can say that.....by looking at a particular demographic. They should have a disclaimer. "ATLANTA'S NUMBER ONE HIT STATION (among dogs and cats, ages 3-6 months)"
That was my hypothetical example when a woman fills out a diary targeted for the Male of the house 25-54. Guy gets credited for liking whichever station she likes. Its really a horrible way to gauge who likes what station! And much like the BCS, it is not expected to change ANYTIME soon.