Radio Evangelist

Thoughts of a Evangelist for Radio in all its forms

Arbitron vs Nielsen

Posted by Steve on December 8, 2008

Many of you know that Cumulus has announced that their partner for ratings in the non-PPM markets will be Nielsen. On Friday, a research firm called Harker Research, in Raleigh, published some research on their blog about the acceptability of Arbitron vs Nielsen to media buyers. Here’s a link.

The basic conclusion is that Nielsen is preferred by media buyers over Arbitron. I find this to be contrary to real-world experience, so it would be interesting to see some detail on the composition of the sample. Like, were these buyers who currently buy radio? Are they in NY, LA, Chicago, Atlanta, Raleigh? Stuff like that. How large was the sample?

This is the sort of business research that is very useful to the industry. I hope that Harker contributes more detail about their methodology and sample so that we can understand its true implications.

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