Arbitron Releases Quality Metrics Report
March 26, 2009 at 12:42 PM (PT)
ARBITRON has released a summary of sample quality metrics for the FEBRUARY 2009 PORTABLE PEOPLE METER survey report (FEBRUARY 5, 2009-MARCH 4, 2009).
On average, across 14 PPM currency markets for the February 2009 survey reports, PPM panels delivered:
* Persons age 6 and older sample targets at 109%;
* Persons age 18-54 sample targets at 103%;
* Black Persons age 6 and older sample targets at 105%; and
* Hispanic Persons age 6 and older sample targets at 113%.
On average, in the eight PPM markets that qualify for Spanish-language weighting, the PPM panels delivered:
* Hispanic Spanish-Dominant sample targets at 137 percent; and
* English-Dominant sample targets at 109 percent.
Among the Persons age 18-34 demographic, the average performance across the 14 markets is 94% of the sample target. By race/ethnicity, Black Persons age 18-34 averaged 89% of target and Hispanic Persons age 18-34 averaged 101% of target.
In-tab rate for Persons 6+ across the 14 PPM-currency markets for the JANUARY 2009 PPM survey averaged 79%, 4 percentage points above the benchmark of 75%.
Sample Performance Indicator (SPI) for the 14 PPM currency markets posted a 20.1 average, an increase of 0.4 points over the JANUARY 2009 survey period average of a 19.7 SPI.
ARBITRON has recently noted that it has been over-delivering the sample for total Persons 6+ in an effort to boost sample size in key demographic groups. The company has implemented new initiatives designed to help it manage the panels closer to the target for Persons 12+, while continuing to achieve average sample benchmarks for young adults and Black and Hispanic persons. ARBITRON currently anticipates that the PPM sample sizes for Persons 6+ will average closer to the target (100 DDI), and that the average DDI will be near 85 for Persons 18-34 within the next few months.