Bigger Arbitron RAC Sets Lofty Goals
Wants Bigger Sample Size, Lower 'Bounce,' New Engagement Metrics
May 13, 2010 at 4:12 PM (PT)
Two of the principals attending the ARBITON RADIO ADVISORY COUNCIL on MAY 11th and 12th had nothing but good things to say about it, SVP/Marketing BILL ROSE and RAC Chairman DOUG ABERNETHY cited a larger quorum -- 34 members now -- and separate sessions for PPM and diary users as reasons for the productive dialog.
ABERNETHY headed up the PPM sessions, while RAC Vice Chairman TOM SKINNER led the Diary sessions.
The meetings focused on a bevy of goals; some of which are easily attainable, others that will offer major challenges to achieve. Most obtainable is the 10% sample size increase. Market redefinition is also something that can be accomplished in the foreseeable future.
Speed is really the key theme. We want to work with as much of a sense of urgency as we possibly can about bringing these changes in sample size and quality
In fact, a subcommittee has been started to delve into market definition, with another will examine total line reporting (report their audience estimates for several properties as a single number vs. individual stations’ numbers). Neither subcommittee, however, has been fully staffed.
"The nature of the dialogue was very positive, helpful and direct," ROSE said. "I think speed is really the key theme. We want to work with as much of a sense of urgency as we possibly can about bringing these changes in sample size and quality."
Other major goals on the PPM side are to reduce "bounce" and enhance the utility of the data; ideally the sample size increase will mollify those issues, but ROSE pledged to do whatever is needed to cure those accomplish those goals.
Even more daunting is a goal that came out of its meetings with the Agency Council -- utilize an engagement metric that would qualitatively describe the relationship between the listener and the station, in order to illustrate the value of radio advertising. Another key initiative is to get radio into market mix models. As a quarterly, diary data isn't suited for the models, which project the results advertising has on various media.