Arbitron Show-And-Tell: New York Response Better Than Philly
September 20, 2007 at 4:17 PM (PT)
ARBITRON unveiled its THURSDAY (9/20) presentation of the NEW YORK PPM survey, covering NOV. 15-DEC. 12, which will be released on DEC. 31 -- including the DEC. 13-JAN. 9, 2008 "holiday period," which has never been tracked by the ratings service. By the looks of it, ARBITRON will be leaving no stone unturned in its effort to generate comprehensive ratings.
According to the presentation, 104 of the 152 stations in the NEW YORK Metro -- which includes NASSAU-SUFFOLK and MIDDLESEX -- have encoded for the PPM, covering 89.2 percent of the metro; 78 stations have the equipment installed and tested and are ready for reporting. The ratings giant claimed to have exceeded their goal of 5,170 panelists in the NEW YORK metro by a little over 300. The daily in-tab target is closing in on its goal of 3,878, prompting Arbitron SVP/Ratings Services JAY GUYTHER to assert that "We feel confident in saying we're starting the survey in NEW YORK at our in-tab goal."
The 18-34 demo continues to be a tough nut to crack, with 61% response in NEW YORK -- a rate higher than PHILADELPHIA. ARBITRON plans to up the sampling rate to compensate for the lower response via retention bonuses and cash incentives for 18-34 cell-phone-only households.
PPM numbers will become currency with the DECEMBER survey.