Arbitron announced Tuesday details about “Project Leapfrog” an initiative to improve on its methodology for ratings in mid-sized and small markets.
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| Bill Rose |
During an Arbitron webinar, SVP of Marketing Bill Rose called the project a ‘test’ and ‘experimental’ to explore alternatives to today’s diary. The new methodology will also aim to capture overall levels of radio, not just a specific station.
"Leapfrog" will use a new methodology of mail-based recruitment, web/mobile as the primary method of data collection, premiums provided only when the survey is completed, address-based probability sample frame and paper diaries only available upon request.
The ratings company laid out its goals of a higher sample size, improved representation, web/mobile data collection and 100 percent address-based sample. The top 50 markets will continue to be surveyed using the PPM, while all other markets are still surveyed with paper diaries
‘Leapfrog’ has had three market tests and according to Brad Feldhaus, VP of Diary and National Product Measurement, no end date for an official rollout has been announced.
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