Arbitron Meets Sample Targets In May, In-Tab Needs Work
June 19, 2009 at 4:21 PM (PT)
ARBITRON has released sample quality metrics for 15 PPM currency markets from the MAY 2009 local market PPM survey reports that ran from APRIL 30th-MAY 27th. The average sampling met or exceeded all benchmarks, while the in-tab results, came close to meeting the benchmarks for Blacks 18-34. within a whisker of benchmarks, if not meeting them.
On average, for the MAY 2009 survey reports, PPM panels delivered:
* Persons 6+ sample targets at 103% of sample targets;
* Persons age 18-54 sample targets at 97% of sample targets;
* Black Persons 6+ sample targets at 102% of sample targets; and
* Hispanic Persons 6+ sample targets at 113% of sample targets.
In the eight PPM markets that qualify for Spanish-language weighting, the PPM panels delivered on average:
* Hispanic Spanish-Dominant sample targets at 132%; and
* English-Dominant sample targets at 106%.
In Persons 18-34, the average performance across the 15 markets was 89% of the sample target. By race/ethnicity, Black Persons 18-34 averaged 84% of the sample target; Hispanic Persons 18-34 averaged 101% of target and Other Persons 18-34 averaged 85% of the sample target. The one demo that needed the most work was DETROIT Black 18-34, which registered a 59.
In-Tab Challenge And New Initiatives
In-tab rate for Persons 6+ across the 15 PPM-currency markets for the April 2009 PPM survey averaged 75%, meeting the benchmark. However, it did prove problematic for Blacks 18-34, which averaged 66%, 4% below benchmark.
For areas where the PPM results were lacking, ARBITRON did note that the implementation of "new initiatives designed to help it manage its panels closer to the targets for Persons 6+, 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 for Persons 18-34 will be near 85 during the next few months."
A more detailed analysis of the data can be found here: