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December 06, 2007
Abitron's Guarantee... Brush Up On Your Statistics
In its dispute with its customers, Arbitron is offering to guarantee that it will reach 80% of its sample size target, and that it will do so for a narrowed demographic of 18-54.
If Arbitron will only meet 80% of its target, what does that mean for the results it reports? If 80% of target is good enough, why were the targets what they were?
Once again, this calls into question the reliability of Arbitron numbers and reinforces why we always test live, on-air, to confirm a station's value in the pool of media for any given campaign.
Arbitron, at best, can be a starting point - a best guess - of audience size, but if you take it at face value and pay radio advertising rates based on that information you're asking for trouble.
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