Arb Reports Wireless Modems Boost Performance For PPM
November 17, 2008 at 12:42 PM (PT)
An off-the-shelf, cell-phone modem commonly used for security systems has increased the participation of cell-phone-only households in ARBITRON PORTABLE PEOPLE METER radio ratings services across the country.
Beginning in APRIL 2008, ARBITRON started providing respondents in cell-phone-only households with standalone cellular modems, which allow PPM equipment in cell-phone-only households to send ratings data back to ARBITRON without the installation of a dedicated landline.
Before the adoption of the cellular modem technology, ARBITRON would arrange for the installation of a conventional landline in cell-phone-only households just for the PPM equipment. The respondent would often have to take a day off from work to wait for the phone company installer. As a result, PPM equipment installation rates in cell-phone-only households were nearly 20 points lower than install rates in households with a landline.
Over the past seven months, the monthly installation rate for cell-only households has approached or exceeded installation rate for landline households. Since a large proportion of cell-phone-only households contain a respondent in the 18-34 group, the cellular modem technology has helped improve the representation of this group in the PPM sample. The technology is also helping the company in its program to increase the cell-phone-only sampling rate from 7.5% to 10%.