Arbitron Confirms 'LeapFrog,' Discusses Lost-Listening
March 15, 2011 at 5:09 AM (PT)
On FRIDAY (NET NEWS 3/11), ALL ACCESS reported that executives from the ARBITRON RADIO ADVISORY COUNCIL came away from its recently completed SPRING meeting with fairly high hopes for improvement. The main gist were ARBITRON's consideration of a web/mobile-based diary, dubbed "PROJECT LEAPFROG," and its continued improvements on PPM sample improvement.
YESTERDAY (3/14), ARBITRON held a conference call and confirmed that report -- without offering much new information on the project, or its launch date.
We learned that LEAPFROG is not the brand name we should expect to see when finally implemented. Instead, the project received its name to "communicate the idea of stepping significantly beyond where we are now to leap forward to a new approach," said SVP/Marketing BILL ROSE.
This new design for web-based measurement had its genesis in the e-diary, which was attempted five years ago, but lasted a mere 30 days. That offering also offered diarykeepers the option to keep a paper diary -- where LEAPFROG will not.
Beyond LEAPFROG, uncredited PPM listening was discussed. This subject has come up several times in the past, but was slotted behind other issues that have since been resolved. The ARBITRON RADIO ADVISORY COUNCIL has asked ARBITRON to update their method of crediting stations for a quarter hour of listening when 5 minutes in that quarter hour is posted by a participant. The current methodology would give a station the full quarter hour of :30 to :45, for instance, if a listener was engaged from :35 to :40. However, "lost listening" occurs if that participant were to be listening from :28 to :33, as that isn't 5 full minutes within the same quarter hour.
ARBITRON reported they had re-run data to investigate this "lost listening," and found the number to be "in the quite low single digits." ROSE did say ARBITRON would continue to investigate the issue, and would share additional data at a future meeting.
Canadian Counterpart Expresses Issues With Arbitron Methodology
ALL ACCESS contributor MARK RAMSEY has posted, "CANADA's BBM responds to Shocking ARBITRON PPM Research," on his video blog.
RAMSEY said, "Recently some shocking research on actual ARBITRON PPM panelists was revealed in this blog and elsewhere. The research was from BROADCAST ARCHITECTURE, and the video I recorded about it with BA President ALLEN KEPLER shocked a whole lot of broadcasters. While I didn’t receive any response from ARBITRON, I did get one from CANADA's equivalent of ARBITRON, BBM."
View the report here.