Scroll past the items about all sports news coming in second to all news stations in the past few months (wonder what everybody is interested in these days?) and you’ll find a few paragraphs about how radio is changing its measurement of its audience. Up to now, selected listeners were, for a fee, given a diary to log on to what shows/stations it was listening to. That will be replaced by a meter which will audit what they are really listening to, as opposed to what they say they are (and people lie in reporting, as they do in public opinion polls, a factor most analysts have to be very careful about.) Used by some media already, it has incredible potential to redefine what people are listening to. CKAC Montreal for example, reported three times the listenership for Montreal Canadiens’ games than did the diaries.
Globe and Mail, Nov. 28 2008