This paper addresses the key issue of how consumers, particularly young adults, perceive new audio entertainment options. It provides insight into how listeners choose their entertainment sources, the language they use to describe these choices, and how media measurement needs to adjust to accommodate these changes. Findings of a set of young adult focus groups and in-home ethnographic interviews are reviewed and results of a field experiment testing revision to the Arbitron radio diary to capture new audio sources are reported
This paper will cover two key steps in US radio syndicated audience measurement. One step is the first use of the internet in a production environment for any step of the measurement process, specifically the consent stage of the survey. The second step is the testing of an internet-based radio diary, or more specifically, multiple diary designs. This paper details the research behind each initiative.