Arbitron Offers Holiday PPM Data
January 28, 2009 at 11:44 AM (PT)
Although technical difficulties forced the postponement of ARBITRON's monthly PPM conference call -- the data from the presentation can still be seen on ARBITRON's website beginning at noon PT -- the ratings company did send out a press release that provided an overview of the PPM's performance during the holidays. The "big picture" data indicated that ARBITRON is continuing to surpass almost all of its benchmarks -- including those for Blacks and Ethnics.
During the Holiday 2008 survey (DECEMBER 11th, 2008-JANUARY 7th, 2009), PPM panels in the 14 PPM-currency markets delivered:
* Persons age 6 and older sample targets at 101%;
* Persons age 18-54 sample targets at 95%;
* Black Persons age 6 and older sample targets at 98%; and
* Hispanic Persons age 6 and older sample targets at 107%.
On average, in the eight PPM markets that qualify for Spanish-language weighting, the PPM panels delivered:
* Hispanic Spanish-Dominant sample targets at 131%; and
* English-Dominant sample targets at 101%.
In the 18-34 demo, the average performance across the 14 PPM-currency markets was 86% of the sample target. By race/ethnicity, Black Persons 18-34 averaged 83% of target and Hispanic Persons 18-34 averaged 94% of target.
Works In Progress: In-Tab, Sporadic Oversampling
There is room for improvement in the In-tab rate, as Persons 6+ averaged 74%, which is still 1% lower than the 75% benchmark. Also, ARBITRON has admitted that it has been "over-delivering the sample for total Persons 6+ in an effort to boost sample size in key demographic groups." New initiatives have been launched to tweak "the panels closer to the Persons 12+ target for, while continuing to acheive average sample benchmarks for young adults and Black and Hispanic persons." ARBITRON is predicting that PPM 6+ sample sizes will average closer to the 100 DDI target, with an he average 18-34 DDI of around 85 for "within the next few months."