Nielsen Releases Pilot Ratings Study Result


On the same day that The Nielsen Company began its first eight-week radio "sticker diary" survey in 51 small and medium-sized markets, the company on Thursday (March 5) released some results from its pilot radio ratings study conducted in Lexington, Ky., last Dec. 4-10.

Among its findings, Nielsen said more than 20 percent of people over age 12 in the market use cell phones as their sole form of telecommunications and listen to substantially more radio than homes with landlines. Using address-based sampling for sample recruiting, Nielsen said it was able to "identify and gain cooperation of these listeners to form a single sample that for the first time truly represents the full market."

Nielsen, whose pilot test included 588 people from 336 households, also found that cell-phone-only homes logged nearly 23 hours of radio listening per week compared to just over 19 hours for the total sample. In addition, the company found the group listened to 3.5 radio stations compared to less than three stations among the total sample; had an average quarter hour total radio rating of 17.3 percent versus 14.3 percent rating for the total sample; and skewed younger, primarily between the ages of 18 and 34.

Other highlights of the pilot program claimed that its address-based sampling approach "delivers a more representative sample than other recruitment systems, delivering 30 percent more of the potential radio universe than anything else available today." The company also said its sticker diary "works as well in the U.S. as it does in international markets."

In the Lexington market, Nielsen's pilot study also found that radio reaches 93 percent of the market’s population of people over the age of 12;  90 percent of the population that does not read newspapers; 96 percent of light or non-broadcast television viewers; and 96 percent of  those who go to the movies.

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