XM Ending Its Relationship With Arbitron
April 5, 2007 at 6:00 AM (PT)
Sources at XM SATELLITE RADIO have confirmed to ALL ACCESS that the company "is transitioning from ARBITRON to ONLINE TESTING EXCHANGE (OTX), who have conducted online surveys for us for several years."
XM released this statement, "We had a very good relationship with ARBITRON, but XM is a highly specialized media vehicle, and ARBITRON's methodology didn't adequately reflect that. After years of trying to work with its methodology, it was still not accepted by most agencies and clients. The feedback we have received from our clients on OTX's online methodology has been phenomenal and, based on one year's worth of side-by-side testing, it better represents our subscribers' listening habits."
We had a very good relationship with Arbitron, but XM is a highly specialized media vehicle...
ONLINE TESTING EXCHANGE is a CULVER CITY, CA-based research firm that will conduct studies three times a year to determine XM ratings. It will ask respondents to keep diaries online detailing what they listened to the previous day by clicking on which times they were listening to XM, and then selecting a specific channel from a grid.