Innovation in estimation: a reliable approach for radio audience indicators

Aurélie Vanheuverzwyn
Médiamétrie, France

Joël Chaskalovic
Publics Groupe Média and University Pierre et Marie Curie (Paris VI), France

INTRODUCTION

Precision calculations in survey theory can certainly be considered an essential element since, in a way, they gauge the quality of estimators. However, in the best of cases, linear statistics among others, one is limited simply to calculating the variance and, in order to construct a confidence interval, quite often accepts the assumption of the estimator's normality, while nothing is known a priori about the distribution.

Médiamétrie's 126,000 Radio, a reference survey to measure the radio audience in France, is a telephone survey by quotas over the population aged 13 and above.