Friday, March 16, 2007

The E Diary

While there is a lot of talk around the People Meter (PPM) at Arbitron let's not forget about the introduction of the E Diary. With the start of the Winter 2007 survey period Arbitron started offering participants the option of logging their listening on-line for the first time. Instead of the pencil and paper diary they can go on-line and fill it out.
Hit this link if you want to see a sample of the E-Diary

Really it's pretty simple and for many respondents, especially younger ones (in their 20s), this might prove more comfortable. Arbitron's research claims that roughly 1 in 20 (5%) of the respondents will opt for the E Diary, but we should expect to see a higher percentage in the sample under 35.

While PPM will only effect the top 10 markets a year from now the E Diary effects everyone (except Houston and Philly - they use PPM only now). While it won't be a big difference at least Arbitron is trying to enter the on-line world with the sample. Of course they have some security built in and they also issue reminders in email instead of using the phone.

It will be intersting to see if they get more than 5% from on-line diaries. I bet they do.

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