Nielsen Averages 39% Above Target Sample Sizes
July 15, 2009 at 7:40 AM (PT)
THE NIELSEN COMPANY announced TODAY (7/15) that the sample sizes for its new radio measurement service, which will deliver ratings for 51 small and mid-size markets next month, averaged 39% above target among all listeners age 12+. Sample sizes were particularly high among 18-24 and 25-34 year olds. Additional demographic information will be disclosed in a subsequent report after additional analysis has been completed.
All 51 markets were above the targeted goal set for each sample. Even before the overdelivery on sample size, NIELSEN’s radio samples were projected to be twice as large as those previously available in the 51 markets covered by the service.
NIELSEN said the larger-than-expected sample sizes are due in part to improved sampling techniques and an easier-to-use sticker diary. To recruit its radio panels, NIELSEN uses actual "address-based sampling" for all sampled households. This methodology identifies all potential panelists by home address, instead of telephone number. This approach, which allows NIELSEN to target cell phone-only homes and landline homes with unlisted numbers, enabled NIELSEN to cover 98% of the population. No one else comes close to this coverage.
Broadcasters who have announced they will be using NIELSEN’s radio service include ESPN RADIO, CUMULUS RADIO, CLEAR CHANNEL RADIO and MAVERICK MEDIA.