Arbitron Speeds Up Cell-Phone-Only Sampling Rollout
December 15, 2008 at 10:24 AM (PT)
ARBITRON plans to expand the introduction of cell-phone-only sampling to 151 diary markets in SPRING 2009 and to all markets (except PUERTO RICO) by FALL 2009, if software necessary for the rollout is ready in time. The announcement MONDAY speeds up the company's plans, which previously projected cell-phone-only sampling to be introduced in 50 diary markets in SPRING 2009 and to a total of 125 diary markets in FALL 2009. The company will use addresses for the cell-phone sample while continuing to use random-digit-dial samples for landline households.
"This is a substantial enhancement in sample quality and it demonstrates our ongoing commitment to improve the diary service. The Radio Advisory Council, the Diary Market Owner/Operator Caucus and the Media Rating Council all supported the introduction of cell-phone-only sampling in diary markets," said ARBITRON President, Sales and Marketing PIERRE BOUVARD. "ARBITRON has been a recognized leader in cell phone only research and we’re pleased that for the second time in three short months, we are able to speed up our plans for getting these households into our diary samples."
"The number of households that can be reached only by cell phone is growing rapidly and these households are more likely to include persons between the ages of 18 and 34. By including cell-phone-only homes in the sample frame we will be better able to improve young adult proportionality in diary markets," added President, Technology and Research & Development OWEN CHARLEBOIS.