Conducted last fall in two markets by Nielsen and the Council for Research Excellence (CRE), the study demonstrates the potential of creating one process to collect radio, TV and qualitative audience data, rather than relying on separate samples as is currently done.
In the trials, Nielsen radio respondents were asked to complete a TV diary about one month after the week of their original radio diary—and vice-versa for TV respondents. Half the sample started with radio, the other half with TV. Conducted in two markets, the tests coincided with the fall ratings surveys. The tests used some different methodologies than are used in Nielsen’s live currency samples.
Significantly, (just) more than half of participants completed both diary types. Those who received a radio diary first participated at significantly higher levels than those that started with a TV diary.