Nielsen Offers New Radio Measurement

Nielsen is rolling out a paper diary system to measure radio in 51 small to midsize markets. Similar to diary measurements for TV, this radio version will rely on consumers to log their listening habits. This will be beneficial for small markets who cannot afford the portable people meter offered by Arbitron.

There are pros and cons to this new system. On the plus side, Nielsen’s sample size will be larger than Arbitron’s and will thus offer a more precise measurement. They will over-sample and offer larger incentives to harder-to-reach younger demos and minorities. Also, Nielsen’s diaries will include stickers with station call letters and frequencies, which will help respondents recall which stations they listened to rather than name stations based on their top-of-mind awareness.

On the other hand, the stickers may prompt participants to check off a station they don’t listen to. Another concern is that ratings will only come out once a year. Format fluctuations and local programming changes will make these ratings irrelevant.

The bottom line: Some ratings are better than no ratings. For small markets who are not subscribing to Arbitron because it is cost-prohibitive, Nielsen is a valid and cost-effective alternative. For large radio groups such as Cumulus and Clear Channel, switching from Arbitron to Nielsen seems like a step back, but in these economic times, the pros apparently outweigh the cons.

--Tessa G.