Abstract:

In the U.S., the self-administered diary method has achieved status as the industry standard for measuring radio, but data users are increasingly convinced that something better must surely exist. Indeed, Arbitron itself continues to develop what could become a major advance in U.S. radio measurement, the portable personal meter. At Arbitron, however, we also believe that the quality of radio audience measurement has improved, and can continue to improve, through the use of new technologies now. While the basic measurement instrument, the diary, has seen relatively gradual evolution (graphic enhancements, etc.), we have achieved significant improvements in other areas of research quality by investing in technologies that are quite new. Among the technology-based enhancements discussed in this paper: