I've just returned from the Arbitron Consultant Fly-In – a solid set of meetings that continues to highlight quite a bit of activity coming out of Columbia. Aside from the roll-out of PPM next month in Philly, don't forget about upcoming changes that will impact everyone.
In speaking with various Arbitron people, they are rightfully concerned about making sure their messages get through to you. We face a similar problem at Jacobs Media. While we wish to communicate everything to clients, we find this can lead to information overload at times. Arbitron faces the same challenges.
So, be aware that the eDiary will be an option in the upcoming Winter '07 survey. Arbitron estimates that 8% of diarykeepers will opt for the eDiary, with the odds being better among 25-34 types. As we pointed out in the focus groups we conducted for Arbitron in '05, the eDiary will still mean that most respondents will have to recall their listening, and then transfer it when they next are online.
But the news that caught my eye last week is that Arbitron is moving quickly on a mobile eDiary – a tool that will be designed to work on any cell phone. While many markets are years away from entering the PPM world, this mobile eDiary could be a nice interim tool, allowing diarykeepers to enter in listening information while they're on the go.
If you have any questions about the eDiary or anything else having to do with Arbitron, journey over to their web site, www.arbitron.com. They are also going to be rolling out a new site designed to answer these types of questions next month. A number of consultants (including us) had input on its design, and hopefully, you'll be pleased.