Arbitron Adding Four New Markets In Spring '07 Survey
December 11, 2006 at 9:57 AM (PT)
ARBITRON announced the following four new radio markets beginning with the SPRING '07 survey: TWIN FALLS (SUN VALLEY), ID (market #234); GRAND ISLAND-KEARNEY, NE (market #264); HOT SPRINGS, AR (market #290); and ASPEN, CO (market #301).
These new markets are scheduled to be measured twice each year -- in the FALL and SPRING -- and will be part of the local radio ratings service that is accredited by MEDIA RATING COUNCIL and used by more than 1,500 advertising agencies and advertisers across the UNITED STATES.
Beginning with the FALL '07 radio survey, ARBITRON will include the in-tab diaries from both the SPRING '07 and FALL '07 surveys. Each report thereafter will be a "two-book average" of the most current and the previous survey, delivering two times the current sample size for audience demographics and dayparts.
ARBITRON Sr. VP/Sales CAROL HANLEY said, "The long-term trend among small-market broadcasters has been to work with ARBITRON to create new, measured markets, even for towns in which the entire 12+ population could fit into the ROSE BOWL with seats to spare. These broadcasters realize that becoming ARBITRON-rated can make a big difference in their access to advertising dollars and to working capital that they can use to enhance their operations. In SPRING 1996, ARBITRON surveyed 262 syndicated radio markets. In SPRING 2007, we are on track to survey 301 markets, a record number for ARBITRON and for the industry we serve."