Week of January 22, 2007

Friday, January 26, 2007

Radio entered the brave new world of passive electronic measurement two weeks with the launch of the PPM in Philadelphia. Philly is the first market to drop the diary system in favor of electronic measurement, with New York close behind. One aspect not being discussed much is the problem of getting those devices in the hands of respondents in the first place.

Ad Age magazine recently had an article on "Opinion Fatigue," detailing the plummeting participation rates for all forms of surveys, including opinion polls, media ratings and consumer research. So, if it's any consolation, all industries face the same problems. But the frightening thing for us is that we may have it relatively easy; radio and media is considered cool, compared with surveys on laundry detergent or shoes. Eventually, the only answer may be to pay respondents real money.