Perspectivas na medição de audiências para 2006

"One certainty is a given in 2006—more fragmentation of an already fragmented medium. But that cries out for improved measurement and better research, issues that broadcasters appear to be sidestepping. Under pressure from broadcasters, Arbitron was forced to delay until summer 2006 reporting satellite radio and Internet radio in its surveys, leaving the advertising industry with a lot of questions about consumers’ shifting listening habits. Arbitron is ready to go with portable people meters, but broadcasters, wary of lower ratings, balk at the cost.

“Measurement is going to be essential,” said Kim Vasey,senior partner and director of radio for Mediaedge:cia. “[Broadcasters] have to be realistic that radio is no longer just the terrestrial dial. You need the portable people meter, especially for the rollout of HD2.”

Excerto do Forecast 2006 da Mediaweek, http://mediaweek.com/mediaweek/images/pdf/Forecast.pdf