Arbitron Reports It's Happy With PPM December Metrics
January 6, 2011 at 4:59 AM (PT)
ARBITRON held its DECEMBER client briefing on TUESDAY, JANUARY 4th, announcing PPM is "now the buy-sell 'Currency' in 48 markets." DECEMBER was first month of currency in five new markets, including GREENSBORO-WINSTON-SALEM-HIGH POINT, JACKSONVILLE, WEST PALM BEACH-BOCA RATON, MEMPHIS and HARTFORD-NEW BRITAIN-MIDDLETOWN.
Benchmark metrics continue to be the focus, as they have been in recent monthly meetings. ARBITRON reports for DECEMBER, "all sample quality metrics met or exceeded benchmarks."
For the month, ARBITRON reported their Designated Delivery Index:
* P6+: Average of 115 DDI
* P18-54: Average of 111 DDI
* P18-34: Average of 99 DDI
* Persons 6+: average in-tab rate of 84.6% (18% higher than 2007)
* Persons 18-34: average of 80.3% (29% higher than 2007)
Again, the company pledged "If a market falls below the DDI Benchmark, we plan to take corrective measures. DDI Benchmark is NOT the target -- the target is 100% of the sample objective."
Regarding PPM enhancements, ARBITRON set Sample Target Increase "Designed to increase the total PPM sample target for Persons 6+ by approximately 10% in the aggregate by mid-year 2011." They also reported a "Planned 8% sample target increase scheduled by year-end 2010 has been implemented. The balance of the increase (2 points) is scheduled for completion by mid-year 2011."
There's more focus on enhanced cell phone sampling, with "Cell phone sample for 18-34s expected to reach an average of 40%+ by year-end 2010, up from average of 26% year end 2009." ARBITRON expects the "Cell phone sample scheduled to reach an average of 25% for P6+ by year end 2010," and will be "Adding cell phone households that rarely or never answer their landlines."
Regarding ongoing problems with MRC accreditation, ARBITRON said they intend, "to continue to use commercially reasonable efforts in good faith to pursue MRC accreditation of its PPM ratings service in each PPM market where it has commercialized or is currently scheduled to commercialize the service and regain MRC accreditation of the RADAR and Nationwide services."