Arbitron Cites Improved PPM Data Enhancements
March 2, 2009 at 11:55 AM (PT)
ARBITRON has confirmed that it has made a number of key methodological enhancements in all PPM markets, to meet the agreements it made with the Attorneys General of NEW JERSEY, NEW YORK and MARYLAND. The enhancements are in cell phone-only sampling; Address-based sampling; In-Tab compliance rates; and Response metrics (Sample Performance Indicator or SPI).
In addition, customers in all PPM markets will be seeing an increase in transparency for more of the sample metrics of in the ARBITRON PPM survey research, including the distribution of sample by zip code and by cell phone status. ARBITRON will also continue to share with all customers any current and future findings of the impact of non-response on the PPM service.
"I am committed to continue our focus on the concerns of our PPM market customers in terms of the sample size, sample proportionality and sample quality of our PPM panels," President/CEO MICHAEL SKARZYNSKI said. "I want to assure the industry that ARBITRON is actively engaged in the continuous improvement of our PPM and Diary market services. Thanks to specific customer input, ARBITRON is already making good progress on improvements in many operational areas. As an integral part of the company’s continuous improvement programs, ARBITRON is on track to meet or exceed 100% of the settlement agreement criteria with the Attorneys General of NEW YORK, NEW JERSEY and MARYLAND.”
The Particulars (Caveat: Monthly milestones within each year will vary by market.)
* ARBITRON will increase the sample target for cell-phone-only households in all PPM markets to an average of 15% by year-end 2010. In the interim step, the current target of 7.5% will be raised to 12.5% in PPM markets by year-end 2009.
* ARBITRON is committing to the use of address-based sampling technique for at least 10% of its sampling efforts by late 2009 and for at least 15* of its recruitment efforts by the end of December 2010 in all PPM markets.
* ARBITRON has already begun using addressed-based sampling for CPO households in PPM markets. The initial returns indicates that markets such as NASSAU-SUFFOLK and MIDDLESEX-SOMERSET-UNION have a CPO penetration that is significantly less than 15%.
* ARBITRON is applying its average-daily in-tab benchmark of 75% of installed sample to all PPM markets.
* SPI metrics in the initial PPM markets that were first recruited in 2008 are already above the commitments to NEW JERSEY, NEW YORK and MARYLAND.
* ARBITRON has informed the MRC that it hopes to achieve a 21% SPI average across all PPM markets by the end of 2010.
* ARBITRON’s commitments to NEW JERSEY, NEW YORK and MARYLAND include greater transparency regarding PPM sample composition and other metrics of PPM services. Arbitron intends to provide this additional information in all PPM markets that many of its clients have requested.
* ARBITRON is providing installation and in-tab data by individual zip code in all PPM markets, along with market population data for Blacks, Hispanics and others (non-Black or non-Hispanic) for each individual zip code.
* The company intends to benefit from the findings of a non-response bias study that it will conduct in the NEW YORK market by July 15th, 2009. Should the findings indicate any measurable statistical bias, ARBITRON will inform all clients of that statistical bias in the PPM methodology and will take reasonable measures to address those sources.
* ARBITRON has conducted a test of three markets selected by the SPANISH RADIO ASSOCIATION (HOUSTON-GALVESTON, LOS ANGELES and NEW YORK) to determine if asking the country of origin question during one of the regular status calls to PPM households would have an adverse impact on the PPM sample. Early results indicate that ARBITRON would be able to collect and track country of origin without affecting the quality of the sample. The decision about moving forward with country-of-origin tracking is pending a full analysis of the test.