Arbitron Sets 15% Target For Cell Phone Participants
January 22, 2009 at 12:42 PM (PT)
ARBITRON will increase the sample target for cell-phone-only households in all PPM markets to 15% by year end 2010. In an interim step, the current target of 7.5% will be raised to 12.5% in PPM markets by year-end 2009.
"ARBITRON has developed, tested and is presently implementing an address-based sampling method to identify and contact cell-phone-only households," said Chief Research Officer BOB PATCHEN. "This new method is more efficient than the manual dialing procedures we had been using and thus allows us to substantially increase the number of CPO persons included in our panels. We are also retaining the random-digit-dialing sampling method for landline homes because that approach enables telephone contact with a higher percentage of landline homes not listed in telephone directories. These unlisted landline households are more likely than listed ones to contain Hispanics, African-Americans and young adults. The better response achieved with telephone contact can improve the overall representation of these groups in our PPM samples."
"Increasing the number of cell-phone-only households in our PPM samples is an important element in our ongoing programs to enhance the participation of 18-34 year olds of all races and ethnicities," said Pres./Technology and Research & Development OWEN CHARLEBOIS. "As the number of households that can be reached only by cell-phone continues to grow, ARBITRON will update its methodologies to better include this important segment of the population."
For the NEW YORK PPM radio ratings service, ARBITRON has already announced that it would increase the cell-phone-only sample target to 15% by JULY 2010.