Arbitron Responds to Nielsen/Cumulus Ratings Plan
Nov 19, 2008 11:23 AM
New York - Nov 18, 2008 - Following the announcement that Cumulus has reached an agreement for Nielsen to provide radio ratings services in 50 markets, Arbitron released a statement:
"Once a year measurement is a step backward," said Steve Morris, president, chairman and chief executive officer, Arbitron. "Advertisers have told us that radio markets need more than a once-a-year survey in order for stations to maintain accountability and recapture revenue from out-of-home, Internet and online media."
Arbitron also listed its efforts to improve its ratings services, including adding cell-phone-only households to the survey sample, enhancing 18-34 participation by redirecting cash incentives from older to young respondents, and accelerating the development and deployment of electronic and online alternatives to the paper-and-pencil diary for all markets.