Arbitron RAC Updates 'Leapfrog' And Other Issues

Leapfrog Update

ARBITRON held a conference call TODAY (9/13) hosted by RADIO ADVISORY COUNCIL Chair and KZST VP/GM TOM SKINNER.

During meetings held this week prior to the NAB/RAB 2011 RADIO SHOW in CHICAGO, LINCOLN FINANCIAL MEDIA CEO DON BENSON was voted in as 2010 Chairman of the RADIO ADVISORY COUNCIL and SOUTH CENTRAL BROADCASTING Pres. CRAIG JACOBUS elected Vice Chairman for 2012.

In MAY (NET NEWS 5/17), ARBITRON held a webinar introducing "Project Leapfrog -- Testing A New Experimental Approach To Measuring Mid-Sized And Small Markets." The RAC updated the work being done on LEAPFROG, with current Chair TOM SKINNER noting that ARBITRON has reported "improved registration and a high percentage of completion" by LEAPFROG participants. He pointed out ARBITRON is still working on an audience analysis.

The goal of LEAPFROG when announced was:

* Higher Sample Size
* Improved Representation
* Web/Mobile Data Collection
* 100% Address-Based Sample

In discussing diary issues, SKINNER said cell phone targets were up to 17-20% ... a good sign.

"We got part of what we wanted," said SKINNER. "I think we can help ARBITRON make better decisions."

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