Arbitron's spring survey soars. (Brief Article)

Broadcasting & Cable, August, 1994

The response rate to Arbitron's latest spring survey posted a 4.2 point gain to last year's spring survey, Arbitron reported. The average metro response rate to the latest survey averaged 43.5%, compared with last year's spring tally of an average 39.3%, according to the company's statistics.

Arbitron plans to continue its slate of response-rate procedures, including packaging upgrades for its diaries and reducing the length of time between recruiting a household and the start of the survey week, for the upcoming summer and fall 1994 surveys.