Electronically Tracking Terrestrial Radio
Later next year the new electronic method of tracking terrestrial radio listeners debuts in New York City. Until then, New York City — market 1 — is still using the quarterly Arbitron paper diary method. In markets where monthly electronic ratings are already being used — like Houston and Philadelphia — it is changing basic assumptions of radio. From Seth Seutel of AP:
”Chris Caldwell, a media buyer at the Houston-based agency Briggs & Caldwell, says that the ‘morning drive’ time slot isn’t as highly rated under the electronic system as it was before, and weekend listening is much stronger than most people believed.
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