Philly PPM Data: Arbitron Cites Successes, Kabrich Sees Flaws
April 14, 2008 at 3:20 PM (PT)
The MARCH 2008 Week 3 ARBITRON data sample was delivered to stations in PHILADELPHIA TODAY (4/14) . As to be expected, ARBITRON concluded that the data showed a growing validation in the demo numbers, while consultant RANDY KABRICH offered a markedly less-optimistic analysis.
ARBITRON SVP/Press and Investor Relations THOM MOCARSKY quickly pointed to the company's efforts and that "the impact of our efforts in PHILADELPHIA has generated some interest over the past few weeks. With that in mind, I'd like to offer this POV on the week 2 to week 3 changes in the market."
See the worksheet here.
Continued MOCARSKY, "While our sample goals and benchmarks are intended to be applied only to the monthly PPM reports, they do serve as a useful indicator of our week-to-week progress. With that caveat in mind, here are some headlines from the MARCH 2008 week 3 PPM weeklies report in PHILADELPHIA:
* In the third week of MARCH, the average daily in-tab sample was 1,545 Persons 6+, which is a slight decline (16 persons) vs. the Week 2 in-tab of 1,561 persons. Even with the slight decline, we’ve still exceeded the in-tab goal, and have done so for the past 31 consecutive weeks (since SEPTEMBER 07 Week 3.) At a DDI of 102, the persons 6+ sample is also well above our Persons 6+ benchmark (DDI=90).
* At a MARCH Week 3 DDI of 98, we have exceeded the sample guarantee of an 80 DDI every week and month since it was established. Person 18-54 now makes up a greater percentage of the Persons 6+ sample than in any other week since PHILADELPHIA was commercialized in 2007. The Week 3 Persons 18-54 is now 53.3% of the 6+ sample; the demographic represents 55.1% of the population. Persons 25-34 continues to grow, up 29 persons from the FEBRUARY 2008 Monthly PPM report.
* In terms of the overall Person 18-34 DDI, the gains in 25-34 have been offset by declines in Persons 18-24. The Person 18-34 DDI is up only slightly, from a DDI of 79 in the FEBRUARY 2008 PPM Monthly to a DDI of 80 in MARCH Week 3, due to a net decline in of 26 persons in the 18-24 demographic.
"As we continue the 25-34 sample quality initiatives, we are working to bring about a better balance between 18-24 year-olds and 25-34 year-olds, as well as a better balance between the 18-34 and 35-54 demographics."
A Kabrich's-Eye View
Consultant RANDY KABRICH went over ARBITRON's latest numbers for PHILADELPHIA and HOUSTON -- and offers a different perspective:
HOUSTON: A slight dip in daily in-tab, a sharper dip in weekly in-tab ... falling to the lowest level since the Holiday week in-tab. It looks like it's coming from the younger demos. ARBITRON continues to oversample Blacks while undersampling non-ethnic. Current non-ethnic DDI is the lowest ever.
PHILADELPHIA: ARBITRON had a net gain of 3 PPM in-tab with A25-34, while they continue to shed 18-24. 18-24s were down another 3 in-tab while 35-44 was flat. Since they started the 25-34 initiative three weeks ago, they are up by 25% in 25-34 while losing in all other cells, including fewer 35-44s than they started with at the beginning of PPM sampling. PIERRE assured clients over and over that ARBITRON could recruit 18-24 and 25-34 at the same time ... obviously, they cannot at this time.