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Arbitron to Reissue County Coverage Data
Under-fire Arbitron has had to reissue radio audience estimates to all 2007 County Coverage subscribers after discovering that some estimates were averaged based on broadcast hours that did not include weekend hours.
County Coverage evaluates audience size on a county level and total estimated audience for a radio station, and is delivered to stations, advertisers and agency clients. The data is produced from radio in-tab diaries and the service has been accredited by the Media Rating Council (MRC) since 2003.
Weekday audience estimates were not affected for any of the stations measured. Arbitron says that its full week 6am to midnight Average Quarter Hour shares, CUME estimates and county shares are unlikely to be 'significantly' affected.
Earlier in the month, facing criticism of its Portable People Meter (PPM) ratings service, Arbitron agreed to guarantee delivery of a reduced 80% of the target size for its panels (www.mrweb.com/drno/news7682.htm ). Yesterday President of Sales & Marketing Pierre Bouvard attended the firm's annual 'Consultant's Fly-in' client briefing, where he said that 'things are heading in the right direction', adding: 'We remain confident in the results the PPM is producing.'
The ratings giant is online at www.arbitron.com.
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