Tom Skinner, who is the Arbitron Radio Advisory Council Chairman, said he was disappointed that Arbitron did not have more information available to broadcasters on Project Leapfrog. Leapfrog is an experimental measurement approach that features a week-long, web/mobile based survey as the primary means of data collection, an alternative to the paper diary. A "proof-of-concept" test of Project Leapfrog was run in June 2010. The project was reviewed in May of this year and the advisory council was hoping to see results yesterday at a meeting in Chicago.
A weeklong Web and mobile survey is the primary means of collecting data in Project Leapfrog, though a paper diary will still be offered for respondents who don't have Web access or who prefer not to fill out an online survey. Skinner said our expectations were that we would have a full report and we only received half. Skinner said the council was disappointed it did not hear the audience responses to the new technology and Arbitron wants to work some more on the "black" representation. Skinner also says there was not any Hispanic representation. The council does not meet again until next year, however, a lot of work is now done virtually throughout the year.
On another note Don Benson from the Lincoln Financial Group becomes the Arbitron Radio Advisory Council Chairman starting in January.
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