Support for Smaller Stations in ‘Tick a Box’ Ratings

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Mark Robinson of Sydney’s 2SER FM writes to The Sydney Morning Herald’s Guide: "Your story on 2SM (April 5) shows just how inaccurate the radio ratings system is. 2SM and most community stations have become the victim of what statisticians call "non-listing bias". All major stations are listed on the survey form and listeners just tick a box. Smaller stations are not even mentioned; listeners must write their name in a separate section. This gives the big stations an instant and unfair advantage. Millions of dollars in advertising revenues are now changing hands on the basis of suspect information."