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Arbitron: Market-level PURs include satellite
radio listening as well as terrestrial

Arbitron says an article in the radio trade press yesterday (not RBR) reported the findings of an analysis of local market Persons Using Radio (PUR) estimates for the Winter Survey that was conducted by a radio rep company. The analysis assumed that market level PURs are for terrestrial radio stations only. "This is not the case. Since Fall 2001, Arbitron Market-level PURs have included satellite radio listening as well as terrestrial radio listening. No conclusion about satellite vs. terrestrial radio listening can be drawn from any change (or lack of change) in market level PURs from Fall 2005 to Winter 2006," said Arbitron, which supplied charts to accompany.


Market Total Cume Rating -- P12+

Winter 2005

Fall 2005

Winter 2006

New York

93.6

93.7

92.6

Los Angeles

95.4

95.1

94.2










Persons Using Radio
AQH Rating (Monday-Sunday 6AM to Midnight)
Terrestrial and Satellite Radio

Market Total AQH Rating -- P12+

Winter 2005

Fall 2005

Winter 2006

New York

16.2

15.7

15.6

Los Angeles

15.7

15.6

15.7









Here is the percentage of in-tab diaries in New York and Los Angeles which include at least one entry to a Satellite radio service. (They also can include entries for terrestrial radio.)


Satellite Radio In-Tab diaries

Percentage of Metro In-Tab DiarykeepersReporting Listening to Satellite Radio

Winter 2005

Fall 2005

Winter 2006

New York

1.15%

2.25%

3.61%

Los Angeles

0.99%

1.51%

2.30%













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