Pamal Broadcasting has signed for Arbitron to do Custom Survey Area Reports (CSAR) reports for the Hudson Valley area of New York. Why is Arbitron to anxious to get into the market? Well, it is one of the 51 to get Nielsen radio ratings later this year.
In fact, Arbitron is jumping out ahead of the new Nielsen service. The first survey was conducted in Fall 2008 and ratings data will be released next week, February 17th.
“Westchester and The Hudson Valley is a separate and distinct region where people live and work “Listening patterns are very different from those of New York City. In the past, we’ve had to rely on data from the Poughkeepsie, Newburgh, Westchester and New York books. We are excited to finally have one survey that will cover our entire region," said Jason Finkelberg, General Manager, Pamal Broadcasting in the Arbitron announcement.
The Hudson Valley metro consists of Westchester, Dutchess, Orange, Putnam and Rockland Counties in New York State. The population is 1,720,800 persons age 12 and older and the number of people surveyed is approximately 2,690.
Unlike regular radio metros, Arbitron says its Custom Survey Area Reports (CSARs) are based on customized market areas specified by clients. The CSAR service offers subscribers in an established radio market an opportunity to demonstrate their station’s value to advertisers within a more targeted area. CSARs contain much of the information found in an Arbitron Radio Market Report and are available for purchase to broadcasters and agencies.
The Hudson Valley will be surveyed twice a year with the enhanced version of the seven-day diary that Arbitron currently uses in nearly 180 mid-sized and small markets. Through this "qualitative diary," Arbitron compiles its industry-standard radio listening estimates as well as data on consumer behavior for nearly two-dozen socio-economic, retail and media categories.
