Arbitron puts eDiary on hold indefinitely

A drop in return rates forced US radio ratings firm Arbitron to suspend its web-based eDiary indefinitely this month.

The eDiary was rolled-out this winter as an optional alternative to the traditional pen-and-paper record of radio listening habits.

Arbitron claimed it had the potential “to increase survey participation from younger adults”.

Although uptake was in line with expectations at 5%, Arbitron said in an email to clients that the eDiary appeared to have had “a negative impact on return rate, that is, the percentage of diaries sent out that are completed, returned and become intab”.

The agency said it would not redeploy the eDiary until “comfortable that [it] will have no negative effect on the diary return and response rates”.

Author: Brian Tarran

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Arbitron previews diary ‘on-the-go’