Nielsen More Respected than Arbitron

With Nielsen Media entering the radio measurement business, Harker Research thought it useful to see how media buyers rate Nielsen and Arbitron in several areas. Our clients provided the contact information for key radio media buyers and Harker Research interviewers contacted the buyers during the week of December 1st.

We asked media buyers which company they thought was more professional. We asked which company provided more credible rating information. And since Steve Morris of Arbitron threatened to begin measuring television, we asked which service they would use if the two companies both offered radio and television ratings. In all areas Nielsen out-scored Arbitron.

Media buyers believe Nielsen is more professional by a 32% to 21% margin. Media buyers believe Nielsen provides more credible rating estimates by a two to one margin, 36% to 18%. If both companies offered television and radio ratings, media buyers would choose to use Nielsen rather than Arbitron, 43% to 32%. (The numbers do not add up to 100% because of "same" and "don't know" responses.)

When Nielsen Media announced that they would begin measuring radio using diaries in 50 small markets, some called it a step backwards for radio. The criticism ignored the fact that Arbitron measures these same markets with diaries using a considerably smaller sample. Contrary to the criticism, Nielsen's plans represent a significant methodological improvement in condensed market measurement. Nielsen's positive image with media buyers suggests that the benefits of switching to Nielsen may go beyond just the technical aspects of their service.

Comments

[Steve Burgess]

Interesting research. Questions, though - what was the sample base? Geographically, how was the sample distributed? Were these agencies that buy primarily radio, TV, print? This is exactly the kind of business research the industry needs, but without understanding the underlying detail, it's difficult to assess it's applicability.