Arbitron Reveals Accomplishments, Challenges in June 2009 PPM Metrics
July 17, 2009 at 5:19 PM (PT)
ARBITRON released the JUNE data for the PPM samples and in-tabs, and while the ratings company met or exceeded almost all benchmarks in terms of overall DDI, certain demos such as Black 18-34 failed to meet the DDI and In-tab benchmarks. In a sense, ARBITRON executives previously predicted response issues due to the onset of the summer, yet they also laid out specific measures to improve black 18-34 response as soon as possible.
The overall stats were indeed impressive. On average, across 20 PPM currency markets, PPM panels delivered:
* Persons 6+ sample targets at 101% of sample targets;
* Persons 18-54 sample targets at 96% of sample targets;
* Black Persons 6+ and older sample targets at 102% of sample targets; and
* Hispanic Persons 6+ sample targets at 100% of sample targets.
On average, in the eight PPM markets that qualify for Spanish-language weighting, the PPM panels delivered:
* Hispanic Spanish-Dominant sample targets at 124%; and
* Hispanic English-Dominant sample targets at 100%.
Among the 18-34 demo, the average performance across the 20 markets is 88% of the sample target. By race/ethnicity, Black 18-34 averaged 80% of the sample target; Hispanic 18-34 averaged 100% of the sample target and Other Persons 18-34 averaged 85% of the sample target.
In-tab rate for Persons 6+ across the 20 PPM-currency markets for the JUNE 2009 PPM survey averaged 74%.
Sample Performance Indicator (SPI) for the 20 PPM currency markets posted a 19.9% average.
Delving into the comprehensive, 160-page report (which can be viewed in full here), a few of the JUNE Power Points were:
* All 20 markets met the 6+ benchmark, as well as in the 18-54 benchmark.
* 16 markets met the 18-34 benchmark of 80, except MIAMI (71%), PHOENIX (75%), SAN DIEGO (76%) and SEATTLE (77%)
* In the Hispanic demo, all 20 markets met or exceeded their respective benchmarks in 6+ and 18-34.
* 18 of the 20 markets hit did 90% or better for Black 6+. Exceptions: DALLAS (86%) and MIAMI (88%).
* 16 of the 20 markets hit the Black 18-34 benchmarks. The exceptions: DALLAS (60%), DETROIT (66%), MIAMI (67%) and SEATTLE (68%). All of their benchmarks is 70.
Another area of concern in JUNE was in-tab rates. Although the overall 20-market average numbers were fine in 6+, 18-34, Hispanic and Other 18-34, they didn't meet the Black 18-34 benchmark of 70%, finishing with 66%.
Market-by-market data offered a more challenging picture. HOUSTON (73%) and WASHINGTON, D.C.(74%) just missed the 6+ benchmark of 70%. PHILADELPHIA, HOUSTON, NASSAU, ATLANTA, WASHINGTON, D.C. and BOSTON were no more than 4% off the 18-34 benchmark of 70%.
Ethnic breakouts were more of an issue. While all but four markets met the Hispanic 18-34 benchmark of 70% and only two markets hit the Black 18-34 benchmark of 70%.
The Black 18-34 Action Plan
ARBITRON cited a bevy of steps it is taking to increase Black 18-34 representation and response in the PPM. They are:
* Selecting more Black 18-34 households in markets with low proportionality.
* Accelerated sample expiration in these markets.
* Bring P6+ DDI closer to 100 by reducing over-installed demos.
* Increasing Cell Phone-Only targets to reach 10% by JULY.
* Personal compliance coach to all Black 18-34 households in markets with In-Tab rates below 70%.
* Implemented increased Black 25-34 incentives for selected markets in JUNE.
* Offer more carry accessories.
* Newly installed households with any persons under 55 will only receive new "PPM 14s" that offer more battery life. ARBITRON has already observed higher in-tab rates for persons 18-34.
* Seasonal maintenance plan with reminders and incentives.
* Special summer bonus for month of JULY.
* In-person coaching now fully implemented.
Also noted in the report were ARBITRON's commitment to improve cell phone-only response and continue to get all of their markets accredited with the MRC.