Scarborough Expands Cell-Phone-Only Sample

In the US, Arbitron/Nielsen joint venture Scarborough Research has integrated cell-phone-only (CPO) households into twenty additional local market studies.

CPO users were added to sample in the first ten local market studies last August. CPO sample is combined with the company's traditional landline telephone sample frame currently used to collect data for its syndicated Top-Tier Local Market Studies.

The firm, which says that CPO enhances its sample composition among traditionally hard to reach young and multicultural populations, plans to roll out CPO sample to the remainder of the Scarborough Top-Tier markets by 2011.

'Scarborough stands out from our competitors as we are the only local market qualitative service with CPO treatment,' stated Gregg Lindner, EVP, Research and Operations. 'CPO joins a long and distinguished list of advancements we continue to make in research quality, including response rates improvement initiatives and Media Rating Council accreditation.'

Web site: www.scarborough.com .