21st Century Measurement Of 21st Century Media
PPM's capture of radio 'dial' switching: The new balance between reach and time
Roberta M. McConochie Arbitron Inc.Bruce Goerlich Accountability & Eyeballs, Inc.Scott Stinnett Arbitron, Inc.
Introduction
Background
The radio industry in the United States has relied upon diary-based currency measures for four decades, since Arbitron initiated its radio service in the 1960s. Though the Arbitron Radio diary has benefited from incremental improvements, the result of continuous research and development, the fundamental measurement approach remains constant. Individual diarykeepers 12 years and older must decide for...