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Radio Presurvey Bulletin,
Fall 2006
Service Enhancements
Small Market Arbitron eBook and Maximi$er/Media Professional Estimates
to Conform More Closely
In markets that are part of Arbitron’s Condensed Market Service
initiative, audience estimates reflect a two-book average of the current
(Spring or Fall) survey and the most recent previous (Spring or Fall)
survey.
Estimates reported in the Radio Market Report (Arbitron eBook) are determined
with the combined Spring and Fall surveys reflecting a single six-month
report period, with the final estimates subject to rounding. In
contrast, Maximi$er and Media Professional estimates in these markets,
through the Spring 2006 release, were determined by averaging two separate
surveys, each of which was subject to rounding, with the average of the
rounded estimates subject to rounding. Effective with the Fall 2006
release, Maximi$er and Media Professional will determine estimates in
these markets in a manner that reduces the opportunity for “double
rounding.” This
change is expected to result in greater conformity between the estimates
reported in the Radio Market Report and those reported in Maximi$er/Media
Professional.
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