Is once a year measurement enough, vs. Arbitron’s two or four times per year?
Maja Mijatovic, Horizon Media VP/Director of National Radio: Measurement which takes place only once a year is unreliable. What happens when stations flip formats, take off and/or add any programs, or what happens to the local sports team broadcast-appointment listening? These changes on the station level cannot be taken into account with once a year measurement. Here is the positive side. Arbitron needs competition to improve itself. There are too many errors in radio measurement and we have seen changes from diary to PPM that we didn’t initially expect, therefore I don’t believe there is room for one measurement system only. Small markets have different needs and if one company isn’t servicing them, then somebody needs to step in. Matt Feinberg, Matt Feinberg Media: It’s hard to digest annual measurement given most (all?) other broadcast media has multiple reporting periods. Again, we need to really hear Nielsen’s side of the story and examine it. RBR/TVBR observation: Remember, Niel
