Posted by rman on 11/6/2009, 6:14 pm, in reply to "some stuff, no rman"
Well I remember when Nielsen approved me to do their diary last fall, and it was only after I said I listened to KMBZ regularly. They essentially preapproved me as someone who would do some good to people they get paid from. I think if I'd said I didn't listen to radio, they woudln't have sent me diaries. Course Nielsen owns Arbitron, so I ended up with both a diary and a PPM last fall for the market test.
I consider Nielsen suspect. If Gallup had done the poll, or Pew, I'd have believed it better.
I don't believe for a minute that the numbers average that people listen to radio for 104 minutes a day. It won't even be close.
I'll not say I'm an expert in surveying, but I've been trained on it, have used it to gather information for broadcast (admittedly election research) and I've done a fair amount of other statistical analysis.
My experience, limited as it is, tells me that it's not right, and when my gut tells me the numbers are funny, they usually are.
I bet its more like 30 minutes, not nearly two hours. I think home use of radio is way down because of the alternatives and it's become largly a car medium.
I've worked in a lot of companies over the past decade, and not very many cube workers listen to radio. I dunno about construction workers but I doubt that's quality listening.
THE PPMs will help, so long as they don't prequalify the potential listeners. I know I'm not carrying a PPM now because my wife didn't want to be bothered. Hence I think the meter criteria will change. There's group SEX, but I'm not sure there's only group radio listening. Its a solitary practice. Theyd have done so much better just putting a piece of equipment in cars, or handing out free cellphones... and skip the fifty bucks.
And 86 the rule that says everyone EVERYONE in a household has to wear them, or the household is disqualified.
Additionally, I think lots of people won't find fifty bucks a month worth the trouble. They had to call us and hound us to make sure we were both wearing them.
It isn't ready for prime time yet. I'm sure it'll get better. Tho it took forever to get rid of the diaries and those were completely worthless. Nobody fills out diaries accurately unless they use radio for background sound and never change the channel. We all know better than that, fer sure..
Thanks for writing a good piece, Jim and without the usual crap of this week. But can you handle a disagreement of views or do we have to call each other names?
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