Is Electronic Measurement of Radio Compatible with Today's Consumer Media Lifestyles?
Robert H. PatchenResearch Standards and Practices, Arbitron Inc., United States
Beth WebbPPM Methods and Analysis, Arbitron Inc., United States
INTRODUCTION AND BACKGROUND
Today's consumers use electronic media in more ways and in more places than ever before. Radios and televisions abound throughout the home, at work, in the car and in many other locations. Media consumption occurs in combination with a wide range of daily activities. Radio, in particular, is available to consumers virtually anywhere, anytime. Adding to this are the new forms of radio delivery, such...