On Sun, 23 Sep 2007 15:57:09 -0700, "David Eduardo"
wrote:
"David" wrote in message
news
On Sun, 23 Sep 2007 20:11:35 GMT, "David Eduardo"
wrote:
"David" wrote in message
...
On Sun, 23 Sep 2007 09:33:51 -0700, "David Eduardo"
wrote:
In the meantime, about 96%
of all Americans listened to the radio last week.
I find that hard to believe, Max.
Well, the MRC, all of America's major advertisers and anyone familiar with
the science of polling disagrees with you.
You must be counting incidental hearing (e.g the dry cleaners playing
the radio in the store, babies at home, etc.) as opposed to
voluntarily initiating or joining a listening session. There are lots
of people who have no use for the radio and that 96% would have to
include small children.
''Persons under 5 years old, percent, 2005 6.8% ''
Radio ratings only include 12+ for the diary and 6+ for the PPM, so any
reference to radio is based on those numbers. I wrongly assumed you knew
that... or I would have put the "legal notice" on the end like the medical
ads in magazines. PPM is the Portable People Meter, which is rolling out
right now after about 8 years of testing.
All but two markets are diary based so far. The diary method does not pick
up hearing a station for a moment in a store or someone else's cubicle as
nobody writes that down... and if they do, they likely have no idea the
station they heard. Also, Arbitron puts a minimum listening length for any
listening to be credited, so it is even less likely your scenario could be
responsible for any listening. The average person, in the diary (about 290+
markets) is listens to about 18 hours of radio a week.
I still don't believe 19 out of 20 people bother with the radio,
Ipods are way more popular than that. Maybe poor folks who can't
afford an in-dash MP-3 player or wretched creatures who commute and
need traffic reports listen because they have no choice. I doubt many
people who never listen to the radio are fitted with your PPM device.
(Isn't that the kind of 'VU' meter they have in Switzerland?)