Arbitron More Than Doubles eConsenters

Consent Rates Up

Last week (NET NEWS 10/31), ARBITRON announced its eDiary, a new online option to track radio listening, beginning with the WINTER 2007 survey. Back in 2003, ARBITRON first introduced the eConsent, an online option for households to consent to participate in ARBITRON’s survey before being called by ARBITRON.

One of the biggest response rate challenges identified was getting consent. Average metro consent rates have showed a steady decline since 1998. As a result, since its launch, the percentage of households who have agreed via eConsent has more than doubled. In WINTER '04, roughly 1% of all households who agreed to participate in the survey consented online. In SUMMER '06, the percentage increased to 2.5% of households.

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