Arbitron, the company that measures ratings across all radio markets, says its not going to modify its rating system for the winter in all markets to include internet radio and sattelite radio. In a statement today, they said, "While we believe that modifying
the diary instructions is the right thing to do from a research quality
standpoint, Arbitron has decided to address more fully our customers’
concerns with a limited test of the revised instructions in 25 markets
in February 2006. Implementation would follow a successful outcome, but
not sooner than Summer 2006."Wow. I seriously think this puts ratings as a measurement system for ad dollars in jeopardy. They've admitted wholeheartedly that in order to give their members a better deal, they're going to ignore other media outlets.
Wow. Leave your thoughts, dumbfounded or not, in the comments.
1. This is no surprise. Terrestrial broadcast radio has been shooting itself in the feet for years. All this says, really, is that the TBR industry is going to try to wring a few more dollars out of its music franchise before it utterly collapses. Arbitron isn't going to count the alternatives because it would show just how broadly the audience is running away from TBR.
Just look at the number of Infinity stations that are dumping music formats altogether when Stern leaves. The writing is on the wall. The industry has read it over and over, but they have to either feign denial or surrender, and denial can add a few months to their billing cycle.
Posted at 1:42AM on Nov 5th 2005 by Roy