For seniors, the diary just doesn't pay.
 

(Special to Arbitron: the kids hate the radio)

As Arbitron looks to redeploy some incentive dollars to problematic
younger demos, it plans to test lowering premiums for 55+ households
later this year. The change is expected to cut into the response rate,
but it's a trade-off. The cash will be reallocated, which Arbitron hopes
will improve proportionality for all other demos. It's one of a series
of steps Arbitron will try this year to bring more young people into the
diary sample. More in today's

Inside Radio.