Os telemóveis (e a medição de audiencias) afastam os jovens da rádio

«According to a study by the Centers for Disease Control and Prevention, 22.3 percent of U.S. households with both landline and cell phones receive almost all of their phone calls on their mobile phone. That's 13.1 percent of all households in the United States. Combined with wireless-only households, 28.9 percent, or nearly 3 out of every 10 households, are reliant or almost completely dependent on cell phones. Now obviously Arbitron is aware of this problem. And, as they often tell us, coping with it is difficult and expensive. But what does it mean for these people to be - as a group - potentially stripped of qualification for your ratings? What does it mean for radio's effort to target younger audiences in particular? What does it mean when the 100 shares in your Arbitron rank don't include the one in four households who opt out of landlines?» Mark Ramsey