Arbitron To Increase CPO Targets For 2010
August 13, 2009 at 9:14 AM (PT)
ARBITRON held a conference call for the media TODAY (8/13) and Pres.CEO MICHAEL SKARZYNSKI unvieled two new initiatives.
For Diary Markets, the company is increasing it's Cell Phone Only (CPO) target from it's current 10% to 15% by year end 2010.
For PPM Markets, ARBITRON will increase its CPO target from the 15% it's currently targeting for the end of this year, to 20% by year end 2010.
"ARBITRON continues to make advances to further our commitment to continually improve sample quality," said SKARZYNSKI. "We also continue to lay the groundwork to help ensure that the radio industry has the state-of-the-art solutions and services that it will need to compete for the long-term."
"We are impressed by the gains ARBITRON has achieved in its SPRING 2009 Diary survey results and believe that these new initiatives can continue to help achieve even more dramatic results for sample quality and enhanced accountability," said RADIO ADVISORY COUNCIL Chairperson and CBS SVP/SEATTLE Market Manager LISA DECKER. "The RADIO ADVISORY COUNCIL has participated in a highly productive meeting and is pleased that ARBITRON has taken these steps to raise the bar on sample quality and enhance confidence in the currency."