First, it is a fundamentally different methodology, and it has proven to avoid all the old pitfalls of auditorium tests. With Music-Tec testing you get:

1. No fatigue
2. Digitally complete and correct scoring of each song
3. No "professional test takers"
4. No "referrals" or "coaching" of respondents
5. Totally random recruiting across the full metro
6. No distractions affecting scores

Second, this methodology is creating better ratings.

A Case Study
B-101 Philadelphia: Years of Music-Tec Tests Latter...

The Facts:
B-101, one of America's leading AC stations, has used Music-Tec for years longer than any other Music-Tec client. In the eight Arbitrons before switching from auditorium testing, B-101 averaged an 8.29 in their target demo of 25-54 Women (Mon-Sun, 6 a.m.-Midnight). Since going to Music-Tec, their ratings have continued to climb.

Chris Conley
Program Director, B-101 Philadelphia

"I think some people are a little hesitant about getting with new technologies, but with this one, there's no reason to hold back. We've checked it out well over the last four years and it works beautifully."

"Early on, one skeptic told me he didn't trust it because he couldn't see the respondents taking the test and thought they might get distracted. We've found that's just not an issue. Some good research shows that people are very conscientious when they take Music-Tec tests and the system is specifically designed to handle distractions well. Most people are alone in a quiet environment when they take the survey, but if they do get distracted, they are encouraged repeatedly to just hang up the phone... then, when they can take the test again later, they call back and the system picks right up where they left off."

"After 15 years of it, we've found that auditorium testing, on the other hand, has lots of problems... serious respondent fatigue distorting songs scores, lack of good random recruiting all over the metro, song order bias, and a lot of "professional test takers" taking the survey instead of real listeners. Music-Tec ends all those problems."

"The results speak for themselves. If it wasn't a clearly better way to test music, then how come, after four years and twenty Music-Tec tests, our music images are sky high and we're an incredibly strong #1 in 25-54 Women... up over 2 share points from when we did auditorium testing?"