Diary And Telephone-based Measurement Of The Network RADIO Audience In The United States
A comparison of methods used in the RADAR service
David Lapovsky Arbitron Inc.Thomas C.N. Evans ABC Radio Networks
Introduction
Since 1972, the RADAR service has provided estimates of national radio usage and network radio commercial audience in the continental United States. RADAR is unique in the United States in that it reports not just potential audiences, but audiences at the times that network commercials run. In order to produce audiences to commercials, information about radio listening gathered from RADAR respondents is merged with...