New Orleans And Biloxi Spring '06 Books Delayed 2 Weeks
July 28, 2006 at 2:03 PM (PT)
ARBITRON announced that it would release the results of the SPRING '06 radio ratings survey for NEW ORLEANS and BILOXI-GULFPORT-PASCAGOULA, MS on MONDAY, AUGUST 14th. The HURRICANE KATRINA affected markets will arrive exactly two weeks later than the original scheduled date of JULY 31st.
In MARCH '06, ARBITRON announced that it would resume radio surveys in both markets and review the extent to which the surveys met the company’s quality standards and would publish the results only if those standards were met. Over the next two weeks, ARBITRON will prepare and release a white paper detailing population estimates. ARBITRON hasn't released a book for NEW ORLEANS and BILOXI-GULFPORT-PASCAGOULA since SPRING '05 and FALL '05, respectively.
The aftermath of KATRINA includes new market ranks. Effective with the SPRING '06 Book, NEW ORLEANS drops from market number 46 to market 58 and BILOXI-GULFPORT-PASCAGOULA dips from 139 to 143 following the updated population estimates compiled by CLARITAS.
ARBITRON President Operations, Technology And Research & Development OWEN CHARLEBOIS said, "We focused our review of the surveys in two key areas: are the new population estimates provided to us by CLARITAS valid, and how well were we able to conduct the survey in terms of recruiting, survey response and sample proportionality. "The consent, return and response rates for these markets as well as the distribution of in-tab diaries by geography, demographic and race/ethnicity are certainly within our research quality standards."
He continued, "We are confident that the Spring 2006 reports in these markets are reliable measures of radio listening and that they reflect current radio audiences in these markets."