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On the Mic
This essay, Arbitron’s small sample problem – it's worse than you think, was written by Mark Ramsey for Radio-Info.com's On the Mic column.
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Arbitron’s small sample problem – it's worse than you think
It’s not news that Arbitron has a problem with small samples in PPM markets. Every broadcaster in these markets has bumped into this problem at one time or another, usually with either delightful or devastating ratings consequences.Let’s look at this problem from a different perspective:
Forget ratings and consider cancer rates in the US. Did you know that the lowest cancer rates occur in the the least populated communities? Aha, obviously it’s the quality of life in these sparse communities that contributes to their greater health, right?
Now what if I were to tell you that the highest cancer rates also occurred in the least populated communities?
Oops.
Read the entire article at Mark's blog, Mark Ramsey Media:
About the Writer
Mark Ramsey Media is one of the best-known research and strategy providers to media companies in America. MRM President Mark Ramsey has worked with several television and innumerable radio broadcasters over his career, including all the biggest names, from Clear Channel, CBS, Bonneville, Sirius XM, and Greater Media in the US to Corus and Astral Media in Canada. Clients from outside broadcasting have included EA Sports and Apple.
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