Arbitron New Views On Radio Simulcasting.

Arbitron has recognized that simulcasting has become a significant operational, marketing and signal coverage strategy for many radio operators. With that in mind, Arbitron has updated its simulcasting policies to meet the needs of today’s broadcaster.

Here is a summary of the updates that will take effect with the Winter 2006 survey:

The former two-station limit on simulcasts has been eliminated. Simulcast partnerships consisting of two, three or more stations can now be included in a local market report.

Station simulcasts will be reported in local market reports on a single line as a single station (using the call letters designated as the “primary” station in a simulcast).

Only simulcast partnerships that are 100 percent simulcast (including all commercials) during all 12 weeks of a quarterly survey period will be recognized as a simulcast.

Stations can take advantage of these new simulcast policies by way of the Winter 2006 Station Information Form that will be sent out soon. Please note that there are specific rules pertaining to historical trend information for simulcast partner stations prior to the formation of a simulcast, as well as historical trend information for individual stations in a simulcast that breaks up. These and other details about Arbitron’s new simulcast policies can be found under the heading of “Total Line Simulcast Reporting” policies on the “What’s Coming Up” page of the Arbitron Radio Web site at http://www.ArbitronRadio.com