Media Audit/Ipsos to Include Noncom Listening in Proposed Ratings Service - Radio World

Media Audit/Ipsos to Include Noncom Listening in Proposed Ratings Service

Media Audit/Ipsos to Include Noncom Listening in Proposed Ratings Service
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Media Audit/Ipsos, one of the companies vying for radio's electronic ratings business, says it will include noncommercial listening with its Smart Cell Phone initiative.
"Listening to public radio has been growing steadily over the past 20 years," stated Bob Jordan, president of The Media Audit. "Today, public stations encompass many formats and have become a formidable factor. Awareness of public radio's growth as a format has not been that visible since data for public stations are not reported in the primary audience ratings service."
Arbitron includes noncom listening in some products available to stations but not in products that ad agencies see.
Media Audit said "NPR stations" are the fourth-most-listened-to radio format, according to a study it released at public radio's DEI conference in New Orleans.
While Media Audit uses the term to mean all noncoms that carry NPR programming, the description doesn't necessarily mean NPR is the only noncom program distributor those stations use.
The telephone study of 114,035 adults was conducted in 84 cities in 2005 and early 2006. Media Audit/Ipsos is competing for the industry's electronics ratings business.

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