Arb Makes PPM 'Currency' In Beantown; Releases Sample Quality Metrics For 15 Markets
April 23, 2009 at 12:50 PM (PT)
ARBITRON TODAY released a summary of sample quality metrics for 15 markets, including BOSTON, for the MARCH 2009 PPM survey report (MARCH 5, 2009 - APRIL 1, 2009).
Effective TODAY, ARBITRON says the PPM radio audience estimates for BOSTON should be used as the basis for buy/sell transactions of radio commercial time among subscribing stations, agencies and advertisers. In addition, audience estimates from the JANUARY and FEBRUARY PPM survey months, which ARBITRON had previously released as "pre-currency" information, are now designated as "currency" data. The FALL 2008 diary-based radio audience report (SEPTEMBER 18 - DECEMBER 10) is no longer deemed "currency" for buy/sell transactions.
March 2009 PPM Sample Metrics Claimed By Arbitron
On average, across 15 PPM currency markets for the MARCH 2009 survey reports, PPM panels delivered:
* Persons age 6 and older sample targets at 109 percent;
* Persons age 18-54 sample targets at 103 percent;
* Black Persons age 6 and older sample targets at 104 percent; and
* Hispanic Persons age 6 and older sample targets at 114 percent.
On average, in the eight PPM markets that qualify for Spanish-language weighting, the PPM panels delivered:
* Hispanic Spanish-Dominant sample targets at 135 percent; and
* English-Dominant sample targets at 110 percent.
Among the Persons age 18-34 demographic, the average performance across the 15 markets is 94% of the sample target. By race/ethnicity, Black Persons age 18-34 averaged 87% of target and Hispanic Persons age 18-34 averaged 99% of target.
In-tab rate for Persons 6+ across the 15 PPM-currency markets for the MARCH 2009 PPM survey averaged 79%, 4% above the benchmark of 75%.
Sample Performance Indicator (SPI) for the 15 PPM currency markets posted a 20.2 average, an increase of 0.1 points over the FEBRUARY 2009 survey period average of a 20.1 SPI.