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Response Rates Dropping; Larger Markets an Exception - Radio World

Response Rates Dropping; Larger Markets an Exception

Response Rates Dropping; Larger Markets an Exception
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Response rates - an ongoing issue of concern for research company Arbitron - continue to decline, although the news is better in the largest markets.
The company has released a summary of its response rates for the summer of 2003. It said its "efforts to stem the ongoing decline in response rates for the top 10 markets have resulted in a 0.6 percent increase from 27.3 to 27.9 ... (and) the average metro return rate has increased significantly by 2.4 percentage points, to 52.7 percent."
But across the 97 continuously measured markets, response rates declined 1.8 percentage points, to 30.8 percent. All summer statistics were compared to those of a year ago.
Earlier this year, the company announced a long-term plan to improve its diary system, including response rates.

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