Arbitron Says 18-34 DDI Is Up For Spring '09
July 1, 2009 at 1:15 PM (PT)
ARBITRON claims double digit gains in its Designated Delivery Index (DDI) sample quality metric for young adults age 18-34 in the first month of cell-phone-only sampling from 151 SPRING 2009 diary markets. ARBITRON’s DDI metric gained 17 points versus the prior survey for Persons 18-34 in two-book markets and 11 points in four-book markets.
"Cell-phone-only sampling is a major step forward for diary markets and we are pleased it has helped produce double-digit growth in DDI for Persons 18-34 so far in the SPRING 2009 survey," said EVP/Customer Solutions BOB HENRICK. "The solid gains in black and Hispanic are also very encouraging. ARBITRON remains highly committed to raising the bar on diary market sample quality with our program of continuous improvement. We look forward to similar positive results in the rest of the SPRING survey and as we introduce CPO sampling this FALL in the rest of the diary markets in the fifty states."
ARBITRON introduced CPO sampling in 151 diary markets with its SPRING 2009 survey to enable measurement of people who have "cut the cord" and can not be reached by landline. TODAY, it released the first look at sample quality metrics and listening effects for APRIL, the first month of its three month radio listening survey. There were nearly 6,000 diaries from CPO households in these 151 markets in APRIL.