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Arbitron Plans PPM and Diary Target Improvements
Ratings giant Arbitron has pledged that by the end of 2010, it will have increased its diary cell-phone-only household sample to an average of 15%, and its PPM cell-phone-only household sample to an average of 20%.
The firm says the move is part of its ongoing continuous improvement program, designed to reinforce customer confidence in its ratings currency.
'Arbitron continues to make advances to further our commitment to continually improve sample quality,' said CEO and President Michael Skarzynski. 'We also continue to lay the groundwork to help ensure that the radio industry has the state-of-the-art solutions and services that it will need to compete for the long-term.'
In April, Arbitron announced that it had commenced cell-phone-only household sampling in an initial 151 diary markets for its Spring 2009 radio survey. More than a third of a million households were contacted to build the address-based sample.
The firm has now achieved its target of delivering a sample containing at least 10% cell-phone-only households across these local markets - yielding a 25% increase in Designated Delivery Index (DDI) for persons aged 18-34 - in the Arbitron Spring 2009 Diary survey.
Earlier this week, Arbitron and Nielsen joint venture Scarborough Research announced it will be incorporating cell-phone-only (CPO) users into the sample for its syndicated local market studies, beginning this summer and due for release next spring.
Web site: www.arbitron.com .
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