Arbitron? Karmazin don't need no stinkin' Arbitron!
Orbitcast.com has expressed how Mel feels about Arbitron... Take a read:
During the Q&A session at Siriusâ€™ Q2 report, there was a question about the possibility of using Arbitron data for advertising sales. Melâ€™s response, which must be applauded in my opinion, was simply that â€œwe think their methodology is archaic in this world and our salespeople have sufficient data.â€�
Arbitron is the benchmark for radio logistics and has been widely criticized by many for having a somewhat skewed statistical methodology (â€œextrapolationâ€� is a wonderful thing). Theyâ€™ve even recently starting testing the use of â€œpeople metersâ€� - no doubt in response to the failing faith in their numbers.
â€œIf, in fact, we believed that we needed numbers from Arbitron we would subscribe. We are looking at a humongous growth in advertising revenue anticipated for 2006 and we are able to accomplish that with our numbers.â€�
(full post at Orbitcast.com)