Arbitron Returns In Three Hurricane-Affected Markets For Spring '06 Survey
March 23, 2006 at 9:16 AM (PT)
ARBITRON will resume surveying the three hurricane-affected markets -- NEW ORLEANS, BILOXI-GULFPORT-PASCAGOULA, MS, and BEAUMONT-PORT ARTHUR, TX -- beginning next week with the SPRING '06 survey (MARCH 30-JUNE 21). However, the SPRING '06 data for these markets will be reviewed prior to delivery. These markets will be released only if the data meets ARBITRON quality standards.
Following the major devastation and significant economic impact from HURRICANE KATRINA, ARBITRON cancelled the NEW ORLEANS SUMMER '05, FALL '05 and WINTER '06 surveys. BILOXI and BEAUMONT-PORT ARTHUR were not survey in FALL '05 due to the aftermath of HURRICANES KATRINA AND RITA for those markets.
ARBITRON SVP/Sales CAROL HANLEY said, "In making our decision about whether to conduct a survey following a natural disaster, we take into consideration the physical and economic impact of the disaster as well as our ability to reach respondents in the market. We believe the time has come to resume surveying these markets.
We believe we can produce a quality SPRING 2006 survey for these markets, but the only way to know for certain is to start the process. “However, I want to stress that we will review the extent to which the survey meets our standards, and we will only publish the results if we are firmly convinced it meets those standards."