Arbitron Sets New Criterion for Redefining Metro Survey Areas
Changes in radio broadcasters’ business environment prompts re-evaluation of 13-year old policy
70- point listening/commuting criterion replaces the 55-15 listening/commuting criteria
New rule in effect in time for Fall 2011 redefinitions
(NYSE: ARB) announced today an updated criterion for redefining metro survey areas in its diary markets. Arbitron established the new listening and commuting criterion in response to changes in the radio business environment and in consultation with representatives from its Radio and Advertiser/Agency Advisory Councils.
The new criterion for determining if a county qualifies to be in the Metro is based on a 70-point criterion, which replaces the 55 percent listening/15 percent commuting criteria that had been in place since 1998.
Under the new 70-point criterion, a county would qualify for inclusion in a Metro when the sum of the percentage of listening and the percentage of commuting is 70 percent or more, provided that a minimum of 55 percent of the listening quarter-hours in the county are credited to stations that are home to the existing metro. Counties with less than 55 percent listening to metro stations, regardless of commuting percentage, are not eligible for the metro.