If you need to know who is listening to what in radio land, the answer has always been
Arbitron, the company that tracks station listening habits via “pen and paper diaries” tallied from survey participants.
According to
The Wall Street Journal, (paid subscription required “the system is under fire for being old-fashioned and possibly inaccurate.” So, Radio Giant Clear Channel is ready to enter the market with a new mobile-phone based digital signal encoding device. Tests are underway in Houston. A consortium of radio companies is also evaluating other options, based on various digital cellular technologies.
Marketing Blurb applauds improvement in advertising measurement. However, when the numbers are in, advertisers will discover that we all know anyway. Everyone is listening to a Clear Channel station because there are no other choices.
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