Arbitron Touts Holiday PPM Success
Response, DDI Up
February 1, 2010 at 2:13 PM (PT)
ARBITRON announced during TODAY's conference call that it was a record-setting holiday period in terms of PPM samples size and DDI. During the holiday period (CHRISTMAS-NEW YEAR'S DAY), ARBITRON was able to meet or exceed virtually all of its benchmarks of compliance, response rates and in-tab.
In fact, only a handful of markets missed their benchmarks over the holidays -- and those that did miss them just a hair. In 6+ DDI, only NEW YORK Uembedded missed its target, In 18-34, SACRAMENTO (78) and SAN ANTONIO (79) were just off the 80 benchmark. The only laggard in Black 18-34 was CLEVELAND (69, with a 70 benchmark). The biggest challenge continues to be NASSAU-SUFFOLK with Hispanics 18-34, as it pulled a 65 with an 80 benchmark
Overall, however, ARBITRON was quite pleased with the fact that holidays numbers were an actual improvement over DECEMBER's, Holidays and the summer have previously been a thorn in its side, due to vacations and seasonal resplendent distractions. This bodes well for summer 2010, as VP/Research BETH WEBB noted that ARBITRON will likely use the same incentives that seemed to work so well over the holidays.
In news that ought to make the PPM more inviting to the TV community, SVP/Marketing BILL ROSE brought out data that discovered the PPM, when monitoring TV networks, discovered considerable out-of-home TV viewing. For example, viewership of playoff games was around 40% larger than what was picked up by conventional monitoring.
View ARBITRON's presentation here.