Diary Issues Impact Traverse City, Jonesboro
August 29, 2008 at 1:15 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.
Wrong Diaries In Jonesboro
Meanwhile, ARBITRON has discovered another diary snafu, this time in JONESBORO, AR. In a note sent TODAY (8.29) to subscribers of its Spring 2008/Fall 2007 book, the ratings firm confirmed that four metro SPRING book diaries were returned.
In this case, a participating household became ineligible when a member of the media was informed about the household's participation in the survey before the diaries were sent back to ARBITRON. Because of that, the data for Country KFIN may have been significantly impacted. In addition, other stations that received credit in the deleted diaries may be affected.
ARBITRON is not asserting that the deleted household was media-affiliated, but that said a household becomes ineligible once its involvement in a survey is disclosed to anyone that the ratings firm classifies as media-affiliated -- if the diaries have not been returned when the information was disclosed.
A revised market report for JONESBORO will be released on THURSDAY, SEPTEMBER 4th.