Arbitron: How Diarykeepers Record AM/FM Net Listening
June 7, 2007 at 8:23 AM (PT)
ARBITRON has released a 30-market analysis of diarykeeper entries for Internet-based listening to AM/FM radio stations. In the 30-market study, diary entries for Internet listening to AM/FM radio stations grew substantially in FALL 2006, accounting for 20,331 unweighted quarter-hours. In SPRING 2006, only 4,684 quarter-hours were noted in survey diaries.
The increase in entries coincides with implementation of new diary instructions (effective FALL 2006) that identify Internet and satellite radio as sources of listening for respondents to note in their diary in addition to AM/FM radio. Despite the growth, Internet listening to AM/FM radio stations still accounts for less than 1% of unweighted quarter-hours overall in the 30 analyzed markets (from 0.11% in SPRING 2006 to 0.47% in FALL 2006). Diarykeepers that recorded Internet listening to AM/FM radio stations tend to be older, male and other (not black, not Hispanic).
Some 66% of the quarter-hours that included an Internet identifier for an AM/FM station identified a local station; that is, a station whose AM/FM signal reaches into the county from which the diary was returned. About 78% of these diaries that contained listening to local stations’ Internet stream also contained listening to the over-the-air version of the station.
The national audience for major online radio brands is measured by COMSCORE/ARBITRON ONLINE RADIO RATINGS SERVICE. More information about the service and monthly topline results are available here.