More Record Results In April PPM
Missing Benchmarks The Exceptions To The Rule
May 24, 2010 at 1:56 PM (PT)
It was essentially more of the same at ARBITRON's PPM Client Briefing for APRIL. The overall numbers were certainly compelling as substantially all sample quality metrics met or exceeded their benchmarks. In fact, the in-tab 6+ results of 82.3 was an all-time high, as was the 18-34 of 77.5.
Black and Hispanic representation were strong not only from a nationwide perspective, but for a lion's share of individual markets as well. It has become far easier to list the handful of markets that didn't meet benchmarks than those that did -- and the misses weren't that far from the benchmarks, either.
Missing the 100 benchmark for 6+ DDI were PHILADELPHIA (96), SAN JOSE (98) and LOS ANGELES (99). Missing the 80 benchmark for 18-34 Hispanics DDI were NASSAU-SUFFOLK (75), RIVERSIDE (71) and ATLANTA (74). Conspicuous in their absence were in-tab market breakouts.
In The Works: More CPOs, In-Person Recruitment And 35-44 Breakout
SVP/Marketing BILL ROSE and VP/Research Policy & Communications ED COHEN also brought up ARBITRON's increased cell phone-only efforts (basically reiterating what 's been promised on past briefings) and its relatively new in-person recruitment process, which targets heavy Black and Hispanic listeners in the top-25 markets. It will be implemented in all PPM markets by end of 2011.
Creating viable 35-44 target demo data is also on ARBITRON's to-do list. COHEN noted that the company started working on it last MARCH and there has been some "gradual improvement" in the data, but he wouldn't offer any specifics on when that demo breakout could be considered as legitimate as the 18-34 and 18-54 breakouts.
"It's hard to say," COHEN said. "There are other variables to consider. We are trying to stratify the values in each market, as we reach different cells in different markets. It's a matter improving all of these cells at once, which is like juggling a number of balls in the air. We're trying to under-promise and over-deliver ... instead of vice versa. It's a slow, gradual process. You have to look at panel turnover at the same time. How much turnover you have in your panel in a given month will give you some idea. It's a slow process; trying to put solid numbers in that context is hard to do."