Re: Carrying a big stick #2 Arb

["Dan Billings" <dib9@gwi.net>]

Other than monopoly pricing, what do people see as the problems with
Arbitron?

With occasional exceptions, I think there overall numbers in the Portland
market are fairly accurate.  They usually reflect what I am observing and
hearing from people.

They do use questionable methodology and a small sample size.  The sample
size could be larger, but I do not know of alternative methods that would be
more accurate.

One thing that is crazy is how the numbers are broken down demographically
and by daypart.  As I said, I think the overall numbers are generally
accurate, but when you start talking about Women 25-54 for the 10am to 3 pm
daypart, the sample size is so small that the numbers mean little.

I also think it is crazy that stations put so much emphasis on any one book.
It is smarter to look at trends over time and not to put too much emphasis
on any one survey.

My view is that Arbitron is like democracy: it's the worst system going,
except for all the others.

-- Dan Billings, Bowdoinham, Maine