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Arbitron Spring '06 Response Rates Drop
August 16, 2006 at 1:50 PM (PT)
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ARBITRON today released its summary of response rates, consent rates, and return rates for the 297 markets measured in the SPRING '06 survey. Overall in the SPRING '06 survey, the average Metro survey area response rate declined 1.3%, from 31.7% in SPRING '05 to 30.4% in SPRING '06.
The return rate increased 1.3%, from 56.7% in SPRING '05 to 58% this year. The consent rate dropped 3.4%, from 55.3% last year to 51.9% in SPRING '06.
In the top 10 Metros, response rates declined 1.4%, from 27.5% in SPRING '05, to 26.1% in SPRING '06. ARBITRON continued response rate treatments for young male, black, and Hispanic households In the 18 "targeted" low-response Metros surveyed in SPRING '06, the response rates decreased just 0.6%, from 27.9% in SPRING '05 to 27.3% in SPRING '06.
As first announced in MARCH, ARBITRON's additional initiatives to improve response rates include sending a preplacement letter with $1 enclosed to all Mailable households in all markets beginning in the FALL '06 survey.

