Progress in PPM Response Rate Testing

Arbitron Inc. and Nielsen Media Research have announced initial success for two new sampling and recruitment techniques for the Portable People Meter system. Further tests are underway to see if the techniques can continue to improve consumer response rates.

The test involves two panels recruited in Philadelphia, using two different methodologies. One focuses on the use of Nielsen staff (known as membership representatives) to recruit, install and maintain the panel, and is similar to Nielsen's current recruitment for local TV meters. The other combines the membership representatives with telephone-based recruitment and includes improved mailing materials, increased incentives and a reduced number of data variables collected at recruitment.

The two companies will continue the response rate test into 2004 to evaluate the effect of turnover.

The expanded PPM research program that was announced in March 2003 by Arbitron and Nielsen included three tests, one of which is the response rate test. One of the other tests aims at understanding the audio sensitivity of a PPM under different conditions of program type and household acoustic environments. This audio sensitivity test will provide television clients with a better understanding of how the PPM might change the definition of viewing. This test will continue for another six to eight months. A second test, aimed at comparing set-meters and PPMs in the same homes, has just begun. Final results of all three tests are expected to be ready by the summer of 2004.

According to Steve Morris, president and chief executive officer of Arbitron, 'Initial results [of the sampling and recruitment test] are in line with what Nielsen would expect when recruiting a new set-top meter panel, which is what we both wanted to achieve. While the response rate test needs to be completed to confirm that acceptable rates can be sustained over time and that turnover rates are also acceptable, Arbitron is confident that we have found a solution on this key issue'.

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas unless otherwise stated.

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