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Nielsen Claims Bigger-Than-Expected Sample Size

Cites sticker diary, sampling techniques for increase

Nielsen is due to release its new radio ratings next month, and claims its sample sizes are larger than it had expected.

The company, which is ramping up its competition to Arbitron in the radio ratings space, which will deliver ratings for 51 small and mid-size markets next month. It says it averaged 39% above its target sample among listeners age 12+. Sample sizes were “particularly high” in 18–24 and 25–34 demos, according to the audience measurement firm.

The company plans to release more demographic data after it does more analysis.

Nielsen said the larger-than-expected sample sizes are due in part to improved sampling techniques and its so-called “sticker” diary, which are pre-printed with station call letters.

Broadcasters that have signed up for Nielsen’s radio service include ESPN Radio, Cumulus Radio, Clear Channel Radio and Maverick Media.