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Arbitron: Persons Using Radio Numbers INCLUDE Satellite Radio
April 27, 2006 at 1:09 PM (PT)
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ARBITRON has questioned the results of a rep firm study published in an industry fax this morning that analyzed Persons Using Radio (PUR) estimates for the Winter Survey in NEW YORK and LOS ANGELES. ARBITRON stresses that the analysis is faulty, as it assumes that market level PURs are for terrestrial radio stations only, and ARBITRON includes satellite radio listening in those numbers. Therefore, no conclusion about satellite vs. terrestrial radio listening can be drawn from any change (or lack of change) in market level PURs from Fall 2005 to Winter 2006.
Persons Using Radio Cume Rating (Monday-Sunday 6AM to Midnight)
Terrestrial and Satellite Radio Market Total Cume Rating -- P12+
Winter 2005 - Fall 2005 - Winter 2006
New York: 93.6 - 93.7 - 92.6
Los Angeles: 95.4 - 95.1 - 94.2Persons Using Radio AQH Rating (Monday-Sunday 6AM to Midnight)
Terrestrial and Satellite Radio Market Total AQH Rating -- P12+
Winter 2005 - Fall 2005 - Winter 2006
New York: 16.2 - 15.7 - 15.6
Los Angeles: 15.7 - 15.6 - 15.7Here is the percentage of in-tab diaries in NEW YORK and LOS ANGELES which include at least one entry to a Satellite radio service. (They also can include entries for terrestrial radio.)
Satellite Radio In-Tab diaries: Percentage of Metro In-Tab Diarykeepers Reporting Listening to Satellite Radio
Winter 2005 - Fall 2005 - Winter 2006
New York: 1.15% - 2.25% - 3.61%
Los Angeles: 0.99% - 1.51% - 2.30%

