Late last week, Arbitron provided an update of how it's approaching the “cell phone only” issue. As you know, this issue reached a head at the recent Arbitron Advisory Council meeting where findings from Jacobs Media's Technology Web Poll were presented. Since then, Arbitron has hosted a webinar on the topic, as well as this new advisory.
All well and good. But now it's time for action, and sooner rather than later. When companies (radio stations included) have a problem, flaw, or service glitch, they often have to spend the money to make it right. That's the case here, as telephone habits are changing quickly and decisively. Arbitron is correct when they assert this problem is likely to get worse over time, which is why moving to fix it quickly at whatever the cost is the appropriate response.
Youth-based radio is counting on a decisive and effective course of action by Arbitron. And all you Country, AC, and News/Talk operators out there who think you're immune, it's headed your way. Let Arbitron know how important this issue is at every opportunity.