Abstract:

Coincidental with its launch of Radio Disney ABC commissioned Statistical Research Inc. (SRI) to design a program of research to measure children’s use of radio in general and use of Radio Disney in particular. Methodologies questionnaires and reporting formats were evaluated and tested. Factors in the design and execution of the surveys included knowledge of and sensitivity to childcare arrangements a reasonable expectation of children's ability to understand and complete an interview that references time periods the sample selection process and response rates. The result on which advertising time is currently bought and sold is a report of children's daypart audience estimates. Data is collected in a recall telephone interview of yesterday listening.