GM: Diary Issues Impact Traverse City, MI
November 16, 2007 at 1:34 PM (PT)
There are some significant issues with the SPRING 2008 ARBITRON diary, according to NORTHERN BROADCAST/TRAVERSE CITY-PETOSKEY, MI GM CHARLIE FERGUSON. He asserted that the sample used in the book was "so skewed it rendered the data useless."
Cases in point:
* The 55+ demos make up 33.2% of the population, but received 47.3% of the diaries in-tab.
* The 25-54 Adult demo is 47.5% of the population, but got only 36.4% of the diaries.
* Persons 25-34 represent 14% of the population, but had only 51 diaries -- 6.6% of the total in-tab.
* FERGUSON can't run a ranker using all 7 Metro Counties in four demos -- Male Teen, Men 25-34, Women 18-24 or Women 25-34.
"What's worse is the effects will be felt for at least a year due to the Small Market Initiative 2-book averaging.," he said, adding that ARBITRON should offer the subscribing stations -- and the advertising buyers -- a "make-good" for our SPRING '08 book.
FERGUSON asked ARBITRON for their perspective on the situation, but has yet to receive a response.