3 Daughters CEO Sees New Arbitron Policy Hurting Small Broadcasters

Gary Burns

YESTERDAY (NET NEWS 8/1), ALL ACCESS tipped you that ARBITRON had updated its policy for single-line simulcast reporting, limiting Total Line Reporting only to subscribers. The change is planned for 2014; presently, stations simulcasting 100% of their programming and commercials are eligible for the combined reporting regardless of subscriber status.

That new policy didn't sit well with 3 DAUGHTERS MEDIA CEO GARY BURNS, who wrote to NET NEWS, "I really believe that ARBITRON's new policy on Total Line Reporting  for non subscribers has the potential to hurt small broadcasters.  AM stations finally have the ability to broadcast on FM via translators.  Many ARBITRON markets have grown beyond their MSA's because only subscribers get to vote on the definition of the market.  In many cases (Like ROANOKE-LYNCHBURG) it takes more than one frequency to cover the ARBITRON defined market, that in many cases has no basis in reality.  I believe that the DOJ should look into this before the ARBITRON merger with NIELSEN is allowed to proceed. ARBITRON should really reconsider this policy and ARBITRON should apply the same rules for all stations when measuring radio listening."

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