Arbitron's Pierre Bouvard: 'We're Hitting 18-34 DDI Benchmarks In NY, Philadelphia'
March 3, 2008 at 11:45 AM (PT)
Referring to the NOVEMBER 14th, 2007 letter from JOHN HOGAN, LEW DICKEY, ALFRED LIGGINS and BOB NEIL for ARBITRON to basically get it right on 18-34 sample sizes, (NET NEWS 11/15/07), ABRITRON President Sales & Marketing called ALL ACCESS with some great PPM news.
On the heels of releasing the latest ARBITRON PPM Client Update, BOUVARD told ALL ACCESS, "The big issue was 18-34 samples, and one of things that I wanted to call to everyone's attention is the seismic progress in that demo. For the first time ever, in JANUARY 2008 we hit a 70 DDI 18-34 benchmark in both NEW YORK and PHILADELPHIA, and we've been hitting that like clockwork in HOUSTON.
For the first time ever, in January 2008 we hit a 70 DDI 18-34 benchmark in both New York and Philadelphia ...
The ARBITRON ADVISORY COUNCIL asked for a 70 DDI by the end of 2008 and by end of 2009 an 80 DDI ... so we're starting the year hitting that benchmark now."
18-34 Growth Fueled By A Seismic 18-24 Surge
BOUVARD went on to explain the progress. "The 18-34 growth is fueled by a seismic 18-24 surge. In JANUARY '07 we were at a 38 DDI in PHILLY, and year later in 2008 we are now an 81 for the book. In NEW YORK, the panel has been up since OCTOBER 2007 where we had an 67 18-24 DDI, and now we have a 97."
There is good news on LONG ISLAND, too. "That market was in the mid-50s 18-34 and by the holiday book were a 55 DDI and in the January book the 18-34 sample is now a 68 ... again fueled by 18-24.
Back last year we focused on 18-24 year olds and this year we are focusing on 25-34 year olds.
"The strategies and techniques that worked with 18-24 years olds is working with 25-34-year-olds, said BOUVARD. "The big issue is getting more installs in 25-34 -- it's a recruitment issue, not an issue of carrying the PPM itself. We're upping the premiums, employing more aggressive panel management and knocking on doors where we think we need help. Yes, we're on the streets."
A Question Of Confidence
BOUVARD, noted, "For the programmers, they know that this will not change the ratings; the basic point is that larger DDI numbers improves confidence.
"We actually released sample metrics for LOS ANGELES, RIVERSIDE-SAN BERNARDINO and CHICAGO. And, that will be in the presentation as well. Those panels are just as good as PHILLY and NEW YORK CITY.
"They show in LOS ANGELES that the 18-34 DDI in JANUARY is a 69, which is just three points less than where we are in PHILLY. In RIVERSIDE it's an 82, and CHICAGO is a 74. We are at or above index on Black and Hispanic and other demo cells. So the news is really good, and it's getting better."