Nielsen, by way of the announcement of a deal with Cumulus Media, entered the radio ratings fray. They seem to have girded their loins to take on Arbitron, the undisputed king of radio ratings services. My question is: What will they offer that is different from what Arbitron is providing? What is needed is actual use, not the reliance on memory, to make the case to advertisers
At first blush, other than different names for the same services…we can’t seem to get past the pencil.* OK, I’m guessing they are offering to do it cheaper. Price is clearly the driving force behind most broadcast media decisions. But, beyond that, according to the rather brief New York Times article, ‘Nielsen will produce ratings by collecting diaries from respondents.’ This is the same methodology that has been provided by Arbitron forever. The Times goes on to point out, ‘Arbitron’s effort to gradually replace diaries with an electronic form of measurement, personal people meters, has led some station owners to complain.’
So let’s recap…a radio company is going to reinvest in questionable recall, diary (read pencil and paper) methodology because the new electronic technology, which is in it’s very infancy, isn’t giving them the results they want (and, BTW, is also much more spendy than said diaries.).
To be fair the pitch from Nielsen talks about all sorts of cool stuff to make data collection more, as they say, robust. Their ‘addressed based sampling’ (ABS) is promising access to “the 34% of U.S. households that are not covered by current sampling methods”. Other nifty commitments include;
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