If We Don’t Measure Their Impact Maybe They’ll Go Away

Ad Age: Terrestrial broadcasters insist they’re not nervous about satellite radio’s 7 million subscribers, but they’ve successfully stalled Arbitron’s plan to add satellite and online radio listening to its diary measurement system.
Arbitron was originally scheduled to instruct its diary keepers to record their satellite and online radio listening in the fall 2005 book. Instead, Arbitron now plans a 25-market test of the process in February and will delay full implementation until summer 2006, at the earliest.
Arbitron said the change is a response to the concerns of the National Association of Broadcasters’ Local Radio Audience Measurement Committee and the Arbitron Radio Advisory Council.
Radio broadcasters have been wary of the effect audience-measurement changes could have on their ratings and bottom line.



About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.