Radio Research: Audience Research

Newsweek Media Research Index

Radio Research: Audience Research

1966 - NBC - CUMULATIVE RADIO AUDIENCE METHOD (CRAM)

A study to develop a reliable method for securing accurate average half hour and cumulative audience data for network radio. Two methods were used: an augmented coincidental technique and daily telephone recall technique.

1966 - AUDITS & SURVEYS FOR RADIO ADVERTISING BUREAU/NATIONAL ASSOCIATION OF BROADCASTERS - ALL-RADIO METHODOLOGY STUDY (ARMS)

A study of 11 different methods for securing radio audience data. Each method was compared against a "standard" telephone coincidental measurement of those able to "hear" a radio.

1966 - SYRACUSE UNIVERSITY FOR THE PULSE - AN EXPERIMENTAL STUDY OF THE "NOT-AT-HOME" PROBLEM ENCOUNTERED IN PERSONAL INTERVIEW SURVEYS

Those not-at-home for the original pulse interview were contacted to determine if their listening behavior differed substantially from those contacted. It was found that ratings and audience composition were altered only moderately.

1967 - AMERICAN RESEARCH BUREAU - COMPENDIUM OF RADIO RESEARCH CONDUCTED BY ARB

A compilation and short description of the radio methodological research conducted by ARB from june 1964-march 1967.

1967 - NATIONAL ANALYSTS, INC. FOR RADIO ADVERTISING REPRESENTATIVES - POLYPHASE

A study that determined the differences in listening patterns between cooperators and non-cooperators to a radio diary survey and developed a method to account for the listening of the non-cooperators.

1975 - BUREAU OF BROADCAST MEASUREMENT CANADA - REVIEW OF THE 1974-75 RESEARCH PROGRAM OF BBM THE BUREAU OF MEASUREMENT

Report of research concerning estimates obtained with dual purpose diary (measuring both television and radio in one diary) with estimates from separate diaries for each medium. diary estimates were also compared with telephone coincidental data. This study resulted in use of separate radio and television diaries. (Also listed under television research.)

1977 - AUDITS & SURVEYS FOR RADIO ADVERTISING BUREAU AND NATIONAL ASSOCIATION OF BROADCASTERS - RADIO FEASIBILITY STUDY

Radio audience methods study conducted by telephone among over 1,000 respondents in chicago in fall 1977. Compared audience estimates from daily interviews for seven consecutive days vs.three interviews on non-consecutive days across a seven day period. Daily interview method was subsequently used with modifications by audits & surveys in trac-7 syndicated radio audience service started in 1978

1979 - ARBITRON - THE RADIO NON-RESPONSE STUDY

Comparison of radio audience estimates obtained in telephone recall interviews among previous diary responders (in april/ may 1978 Arbitron diary survey) vs. the total sample (including previous diary responders and non-responders). Conducted in june 1978 in three markets among almost 3,000 persons 12 and over. Findings: listening levels were slightly higher among diary responders, shares for "white collar" stations were also higher in this group. Demographically, diary responders were more middle-aged, more affluent and better educated.

1979 - ARBITRON - MEASURING THE BLACK RADIO AUDIENCE

A study to evaluate the response and nonresponse errors associated with the Arbitron telephone retrieval and mail diary techniques for measuring radio among blacks. Study concluded that a mail-diary technique is probably superior to telephone retrieval in terms of audience measurement.

1979 - ARBITRON - MEASURING THE HISPANIC RADIO AUDIENCE

A study to evaluate the response and nonresponse errors associated with the Arbitron personal placement and retrieval technique and the mail diary technique for measuring radio listening among hispanics. Study found that the two methods produced comparable listening estimates among hispanics.

1980 - PETER ROSLOW, STRATEGY RESEARCH AND SIDNEY ROSLOW - HOW U.S. LATINS USE RADIO - JAR, JUNE 1980

Comparison of radio listening among latins and non-latins in the new york market based on pulse data from march and april, 1975, from personal interviews with 358 latins and 2,280 non-latins. Results showed higher listening levels among latins, particularly in "housewife" time, 10:00 am to 3:00 pm. 57% of listening in the latin segment was to spanish-language stations. Share levels for other station types are reported.

1981 - GERALD J. GLASSER AND GALE D. METZGER, STATISTICAL RESEARCH, INC. - RADIO USAGE BY BLACKS: AN UPDATE - JAR, APRIL 1981

Comparison of radio usage among black and white persons 12 years of age and over, based on data from three radar surveys conducted in 1977,1978 and 1979. the analysis showed higher radio usage among blacks, particularly at night and on weekends. Blacks also reported more at-home listening and greater shares for am stations (although a trend to greater use of fm by blacks was observed).

1982 - ARBITRON - QUESTIONS AND ANSWERS ON BLACK DIFFERENTIAL SURVEY TREATMENT

Review of questions concerning Arbitron's differential survey treatment radio audience method among blacks, introduced by Arbitron in 1982. Report includes reference list of Arbitron tests concerning this method.

1982 - BUREAU OF BROADCAST MEASUREMENT, CANADA - BBM RADIO SURVEY METHODOLOGY, THE NEXT STEP.

Report concerning BBM's experience with household "flooding"; that is sending a diary to each person in household. Resulted sulted in use of this technique by BBM.

1982 - BUREAU OF BROADCAST MEASUREMENT, CANADA - WHAT HAPPENS WHEN RESPONDENTS GET A BBM RADIO DIARY?

Study to examine how people fill out radio diaries.

1984 - BUREAU OF BROADCAST MEASUREMENT, CANADA - RELIABILITY IN BBM SURVEYS - THE BATTLE OF THE BOUNCE

a study of sampling error in radio data that resulted in a decrease in the minimum sample required.

1984 - DEREK BLOOM, RADIO MARKETING BUREAU LTD., LONDON, U.K. - RADIO: PROBLEMS IN MEASURING AN INVISIBLE MEDIUM - FROM THE 1984 ESOMAR CONFERENCE

Discussion of radio audience measurement. Includes summary review of major radio methods studies in U.S., Canada and Britain.

1984 - ARBITRON - RADIO TODAY

1984 edition of annual Arbitron report describing national patterns of radio use and listener behavior. Based on national sample of 9,000 radio diaries (from Fall 1982 Arbitron local market sweep). Separate estimates for blacks are reported based on over 3,500 diaries from 10 markets.

1987 - ARBITRON FOR RADIO ADVERTISING BUREAU - RADIO SET STUDY

Study concerning radio set ownership, listening at work, and listening while driving. Conducted by telephone among a national sample of persons 18 years or older. 1,523 completed interviews. Also included question about satisfaction with four major media. Study found that 48.9% of working adults hear a radio during the workday; of these, 75.9% choose or help to choose the station. 68.0% say they always (10 out of 10 times) listen to the radio when driving. 55% indicated they are very satisfied with radio as a source of information and entertainment, versus 50% for television, 48% for newspapers, and 41% for magazines.

1990 - THE INTREPID RADIO STORE - TARGETING CONSUMERS WITH RADIO FORMATS, FACT 1990

Analysis of radio listing shares by station format, examined by age and sex,nd by geographic region. Based on Arbitron data in 95 metro markets measured four times per year.

1991 - ARBITRON - RADIO TODAY

Update of earlier Arbitron radio today reports. based on a national data base from five Arbitron surveys (spring 1989 to to spring 1990) in 76 continuously measured markets. This report provides information about national and regional radio listening dimensions and patterns. Includes analyses by station format, daypart, season, location and demographic characteristics.

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