Arbitron Launches Wide-Scale CPO Sampling
April 1, 2009 at 10:55 AM (PT)
ARBITRON has begun cell-phone-only household sampling in an initial 151 diary markets for the SPRING 2009 radio survey. The company plans to expand cell-phone-only sampling to all radio markets in continental U.S., ALASKA and HAWAII with the FALL 2009 survey.
"More the a third of a million households have already been contacted to build the address-based sample frame we are using to include cell-phone-only radio listeners in our SPRING 2009 diary survey," ARBITRON VP/Research Policy and Communication ED COHEN said. "As expected, these listeners are younger and more ethnic than the population at large.
"We're also seeing that cell-phone-only penetration varies significantly by market. Our initial sampling results track very closely with state-level estimates recently issued by the National Center for Health Statistics," he added.
For a list of the 151 SPRING diary markets with cell-phone-only households in the sample, click here.