Chapter 6: Research
Overview
Chapter topics include: who is listening, the ratings and survey services, qualitative and
quantitative data, in-house research techniques, research deficits, how agencies buy radio,
careers in research, the future of research in radio, Arbitron’s glossary of terms*.
Student Objectives
Upon completing the study of this chapter, the students should have acquired the following skills
and competencies:
xA thorough knowledge of the terminology of research;
xA knowledge of the Arbitron diary method of gathering statistics;
Key Words
Arbitron Diary, Daypart, Demographics, Total Survey Area, Metro Survey Area, Average
Quarter Hours, Share of Audience, Cumulative Audience, Total Time Spent Listening, Average
Time Spent Listening, Audience Turnover, Reach, Gross Impressions, Frequency, Gross Rating
Points, Cost per Thousand Cost per Rating Point
Discussion Topics
xWhen is it reasonable for a station to allow ratings figures to precipitate changes in
personnel and programming?
Class Activities
xDivide students into collaborative learning groups. Have each group answer the
question “In the absence of ratings figures, how would you as an advertiser select the
* See Chapter 6 Radio Ratings Terms and Definitions PowerPoint on the Instructor
Website for Arbitron Terms and Definitions
QUIZ: Chapter 6: Research
1. Radio research initially began in what decade?
__ a. 1900s
__ b. late 1920s
__ c. early 40s
__ d. early 30s
2. The early survey company using in-person interviews rather than telephones was:
__ a. Hooper
__ b. Cooperative Analysis of Broadcasting
__ c. Pulse
__ d. Arbitron
3. In 1963, the Broadcast Rating Council was established to provide what kind of service?
__ a. Monitor ratings companies
__ b. Take audience ratings
__ c. Sell ratings to ad agencies
__ d. Publish ratings in the media
4. The current leader in providing radio ratings is:
__ a. Accuratings
__ b. Hooper
__ c. Arbitron/Nielsen Radio
__ d. Birch/Scarborough
5. 7KH0HWUR6XUYH\$UHD06$LVGH¿QHGE\$UELWURQDVWKH
__ a Surrounding suburbs only
__ b. City or urban center
__ c. Entire survey area
__ d. AUHDVRIGRPLQDQWLQÀXHQFH
6. Arbitron uses what method to determine ratings?
__ a. Direct telephone calls
__ b. A “black box” attached to your radio
__ c. A diary
__ d. Personal interviews
7. What kind of research results in an understanding and appreciation of the lifestyles, val-
ues, and behavior of those listeners sought by a station?
__ a. Quantum theory
__ b. Qualitative analysis
__ c. Quantitative analysis
__ d. Quotidian analysis
8. What is the newest approach to measuring listenership introduced by Arbitron?
__ a. Personal interviews
__ b. A computerized on-line diary
__ c. PPM—a small mobile device
__ d. Telephone surveys
9. What are some of the methods used for in-house surveys?
__ a. Tapping into cable systems
__ b. Monitoring radio receivers
__ c. Telephone calls, face-to-face, and mail
__ d. Tallying request calls
10. Arbitron successor Nielsen Audio has announced intentions to increase PPM sample siz-
es and focus on improving efforts to recruit what demographic groups?
__ a. Christians and Moslems
__ b. African Americans and Hispanics
__ c. Asians
__ d. Native Americans
11. The most important use of ratings is?
__ a. By disc jockeys to get raises
__ b. By account executives to increase their commissions
__ c. By ad agency media buyers to place client’s advertising dollars
__ d. By clients to raise prices on products
12. Cost Per Thousand (CPM) means:
__ a. The salesperson’s commission percentage
__ b. The cost of reaching 1,000 people at a given station
__ c. Impressions as a percentage of the audience being measured
__ d. The cost of advertising per rating point
13. What is the driving force to increase radio research by broadcast groups with clusters of
stations?
__ a. The ever increasing fragmentation and niching of the listening audience
__ b. The tendency to fewer formats with wider audience appeal
__ c. The predominance of talk, news, and sports formats
__ d. The unreliability of in-house research such as callouts
ANSWER SHEET
Chapter 6: Essay Questions
1. Radio research initially began in what decade?
2. Which early survey company began the practice of using in-person interviews rather than
telephones?
3. In 1963, the Broadcast Rating Council was established to provide what services?
4. Which research company is the current leader in providing radio ratings?
5. 7KH0HWUR6XUYH\$UHD06$LVGH¿QHGE\$UELWURQDVZKDWJHRJUDSKLFDODUHD”
6. Arbitron uses what method to determine ratings?
7. Which groups are mostly likely to be not accurately represented in ratings surveys?
8. What does Cost Per Thousand (CPM) mean, and how is it used?
9. What has been the effect of the trend toward downsizing and clustering on radio
research?
Chapter 6 Essay Question Answers
1. Radio research initially began in what decade?
The late 1920s. As early as 1929, the question of listenership was of interest to
2. Which early survey company began the practice of using in-person interviews rather than
telephones?
Pulse. As World War II approached, Pulse, one of the major ratings services, began
3. In 1963, the Broadcast Rating Council was established to provide what services?
In 1963, the Broadcast Rating Council was established to monitor, audit, and
accredit the various ratings companies. The council created performance standards
4. Which research company is the current leader in providing radio ratings?
Arbitron. More stations depend on Arbitron audience surveys than any other. Since
5. 7KH0HWUR6XUYH\$UHD06$LVGH¿QHGE\$UELWURQDVZKDWJHRJUDSKLFDODUHD”
A city or urban center. To determine a station’s ranking, Arbitron follows an
elaborate procedure. First, the parameters of the area to be surveyed are
6. Arbitron uses what method to determine ratings?
A diary. Upon receiving the go-ahead, Arbitron mails its seven-day survey diary,
7. Which groups are mostly likely to be not accurately represented in ratings surveys?
The incidence of non-telephone households among African Americans and
Hispanics tends to be higher. The survey companies had to deal with the problem of
8. What does Cost Per Thousand (CPM) mean, and how is it used?
CPM is the term used to express radio’s unit cost for advertising. Using this
technique, the buyer determines the cost of reaching 1,000 people at a given station.
9. What has been the effect of the trend toward downsizing and clustering on radio
research?
Most experts agree that the role of research in radio will continue to grow despite