Sagging Ratings For Those Who Compile The Ratings

Radio industry execs are challenging Arbitron, the ratings company to improve its sampling rates. It seems fewer listeners are cooperating by filling out listening diaries. “As radio researchers, we have all been troubled for a long while over the impact that sagging response rates have had on Arbitron’s nationwide and local market products. These surveys are our currency for pricing our commercials and inventories industrywide.”