Improving quality today through technology.

James D. Peacock

In the U.S. , the self-administered diary method has achieved status as the 'industry standard' for measuring radio, but data users are increasingly convinced that something better must surely exist.

Improving quality today through technology.

James D. PeacockThe Arbitron Company, United States

INTRODUCTION

On the surface, radio audience measurement in the United States is based on a relatively stable methodology. The use of a one-week, telephone-placed paper diary with mail-back retrieval has been standard practice since the 1960s. The fundamentals of the method would seem to have changed little since its inception.

That perceived stability is both a strength and a weakness. The method has achieved status as the 'industry standard', but its users are increasingly convinced that something better must surely exist. Indeed, Arbitron itself continues to develop...

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