Kabrich: Houston PPM Has Urban Listening Problem
June 29, 2009 at 5:12 AM (PT)
Consultant RANDY KABRICH has a follow-up to his chart of a year ago concerning Urban listening tracking in line with the number of Urban Respondents in the Total Sample of HOUSTON's PPM. Said KABRICH, "A year ago, ARBITRON and certain companies disputed the early findings. Now we have another 12 months of data and the Attorneys for NABOB asked us to update our findings. We felt that the results were so startling that it needed to be shared with the industry."
"The conclusion we can draw from this chart is that the trend of the Urban share following the sample continues and has become even more pronounced as time goes on -- and is especially dramatic in the last few months," continued KABRICH. "This tells us that one of the reasons that certain formats do not perform well in PPM (i.e., ranging from certain niche formats like Smooth Jazz to Hispanic formats) is heavily tied to the amount of sample available."
"Because PPM sample is 1/3rd the size of the diary sample, it is all the more critical for ARBITRON to have a balanced sample -- correctly balanced by age, gender, ethnicity, geography and socio-economic factors," KABRICH concludes. "There is simply no 'wiggle room' in a sample this small! Unfortunately, the PPM sample is not yet properly balanced ... it is significantly under the population percentage in cell phone-only households and it is severely under the population percentage in ethnic demos, especially young ethnic demos. It also under-represents affluent educated households and, in particular, it under-represents women in general."