Arbitron To Raise PPM, Diary Quality Benchmarks
April 30, 2009 at 12:40 PM (PT)
As reported here YESTERDAY (NET NEWS, 4/29), at the APRIL 2009 meeting of its Radio Advisory Council, ARBITRON announced that it plans to raise three of its sample quality benchmarks and its average in-tab sample targets for cell-phone-only households in its PORTABLE PEOPLE METER radio ratings services. The company also announced that it intends to report PPM panel composition by country of origin for Hispanic respondents starting in the first quarter of 2010.
ARBITRON will raise its DDI benchmark for Persons 6+ to 95 during the first twelve months of PPM currency in each local market from its current level of 90. ARBITRON calculates DDI by dividing the actual sample size for a given demographic group by its target sample size for that demographic group. A DDI of 100 means the actual sample size equals the sample target for a given month.
The new benchmark will be based on an average of the number of months elapsed during the first twelve months of currency (e.g., month 6 = 6-month average). The Persons 6+ DDI benchmark for the second twelve months of currency and beyond will remain at its current level of 100, based on a 13-month rolling average.
Total Persons 18-34 DDI
ARBITRON will raise its DDI benchmark for total Persons 18-34 to 80 during the first twelve months of PPM currency in each local market from its current level of 70 during the first 6 months of currency and 75 during months 7-12 of currency.
Persons 18-34 Average Daily In-tab Rate
ARBITRON will raise its Average Daily In-tab Rate benchmark for total Persons 18-34 to 70% from its current level of 60%.
"The purpose of benchmarks is to establish specific quality metrics for PPM sample. ARBITRON clients can expect that we will strive to meet or exceed these benchmarks," said EVP/Customer Solutions BOB HENRICK. "If ARBITRON’s PPM samples fall below these benchmarks we will implement action plans to address it, and report our progress."
Cell Phone Only In-Tab Targets Increased
ARBITRON also plans to increase its in-tab sample target for cell-phone-only Households in PPM markets from an average of 10% to an average of 15% by the end of 2009.
New Diary Benchmark
Beginning with the current survey in progress, SPRING 2009, ARBITRON is introducing a sample quality benchmark for Persons aged 18-34 in all diary markets.
For the first twelve months the Diary market Persons 18-34 benchmark will be a Designated Delivery Index (DDI) of 70. Beginning with the thirteenth month after implementation, the DDI benchmark will be 80.
"ARBITRON remains strongly committed to the Diary markets we serve and to our program of continuous improvement for our Diary service," said Pres./CEO MICHAEL SKARZYNSKI. "We thank our Radio Advisory Council for its feedback and we are pleased to announce our new benchmark for Persons 18-34."
The first four weeks of the SPRING 2009 survey complete on APRIL 28th. Cell-phone-only households are returning diaries to ARBITRON now from 151 local markets. All Diary markets in the continental US, HAWAII, and ALASKA are scheduled to include cell-phone-only households by the FALL 2009 survey.
"We began cell-phone-only household sampling in 151 Diary markets this SPRING with the balance planned for FALL 2009," said SKARZYNSKI. "We expect this important step to help improve sample performance especially among young persons."