February PPM: Better Data Overall, Fine-Tuning Improvements
Coming Soon: 35-44 Breakouts, In-Person Recruitment
March 29, 2010 at 11:22 AM (PT)
It was pretty much business as usual at ARBITRON's PPM conference call for FEBRUARY earlier TODAY. The company reported continued increases overall, meeting all but a handful of benchmarks while recording record-high responses in some categories. Yet there were also instances where ARBITRON's numbers started to plateau, with new breakouts in MARCH and new recruitment efforts that promise future room for improvement.
Essentially DDI benchmarks were met for 18-34 and 18-54 in all 33 markets, with only PHILADELPHIA, CHICAGO and MIDDLESEX missing the Black 18-34 benchmark and NEW YORK unembedded, NASSAU, RIVERSIDE, CHICAGO and ATLANTA missing the Hispanic 18-34 benchmark. In-tab results, while setting record highs overall, also showed various breakouts reaching plateaus. The numbers for 18-34, Black 18-34 and Hispanic 18-34 were virtually unchanged from JANUARY.
After a while, [offering more] money only goes so far; sometimes you need in-person efforts
Coming in MARCH, ARBITRON will start releasing the 35-44 demo breakout. SVP/Marketing BILL ROSE cautioned the audience to expect less-than-stellar results for the first few months, as the company makes gradual improvements to their efforts and data.
They speakers also publicly acknowledged for the first time that ARBITRON planning on initiating "multi-nodal" or in-person recruitment, as well as address-based sampling for its problem demos and ethnic respondents. As VP/Research Policy & Communications ED COHEN noted when discussing effective incentives, "After a while, [offering more] money only goes so far; sometimes you need in-person efforts."