Arbitron, which measures radio audience in 286 local markets across the U.S., plans to incorporate its listener diaries into RADAR's measurements to increase the sample size, reliability and usefulness of radio audience measurements.
The purchase gives Arbitron an opportunity to access new customers: radio networks. "Because of this, we'll get new mileage out of what we already offer," said Arbitron's Thom Mocarsky, vice president of communications.
A number of Statistical Research employees who work on the RADAR service will become Arbitron employees and will continue to work at RADAR's current offices in Westfield, N.J. In the short term, Statistical Research will continue to conduct telephone interviews for the RADAR service, under contract to Arbitron. -- Abbey Klassen
Copyright July 2001, Crain Communications Inc.