Arbitron Outlines PPM Efforts; Kabrich Isn't Sold
April 23, 2008 at 11:15 AM (PT)
ARBITRON released data TODAY (4/23), outlining the results of their efforts regarding PPM sample size and more. In the report, ARBITRON wrote:
"Over the past couple of weeks, we’ve been keeping you up to date on the progress of our 25-34 initiatives in PHILADELPHIA and the impact on the PPM panel in that markets. With the release of the MARCH monthly report, customers who get the pre-currency data for NEW YORK, NASSAU-SUFFOLK and MIDDLESEX-SOMERSET-UNION will also be seeing the broad impact of the initiatives in their monthly sample."
"Remember, in all 'radio-first' markets in the early weeks of MARCH, we intentionally reduced the Person 6+ oversample in order to open up sampling points needed for households with 25-34 year olds."
"Here are the net effects of our efforts for the month:
* Person 6+ DDI: Above goal in all four markets
* Persons 18-54 DDI: Above goal in all markets and well above the guarantee (DDI=80)
* Persons 25-54 DDI: Above goal in all four markets
* Persons 18-34 DDI: At an all-time high for all markets, with better balance between the 18-24 and 25-34 segments. We exceeded the 70 DDI benchmark in all four markets.
* Person 18-24 DDI: Month-over-month declines in all four markets, but still with solid DDIs: 80 or better in all four markets; 94 or better in two.
* Persons 25-34 DDI: At all-time highs with solid gains of 12 to 19 DDI points in all four markets. Two out of four markets are now at a DDI of 80 or better."
Here are the links to the individual market analyses:
No Suprise ... Randy Kabrich Responds
Consultant RANDY KABRICH, never at a loss to point out what he sees as shortcomings in the methodology, said, "It's a good thing ARBITRON doesn't run the VA Hospitals. Using their logic, IRAQ War veterans missing limbs would have the remaining limbs removed to create 'better balance' instead of simply adding a prosthetic to missing limb."
"There is no reason ARBITRON could not have oversampled (in other words, not dropped respondents) so they would not have done serious damage to the 18-24 and 35-44 demos (which you notice they conveniently did not mention in their press release)," he continued. "This would have probably cost them roughly $1,000 a week (200 respondents at an average of $5 a week) in extra incentives to keep those responders in place, but apparently that was too much for them to spend and keep their reported 8% growth quarter-to-quarter (even without expected PPM revenues from NYC), while radio fights to try and just break even year to year."