January PPM Report: More Improvement, Good Averages, Some Misses
February 24, 2011 at 3:34 PM (PT)
To paraphrase THE BEATLES, the response and sampling performance of the PPM is "getting better all the time," as ARBITRON used its JANUARY PPM client briefing to note that "Substantially all sample quality metrics met or exceeded benchmarks." Furthermore, the 18-34 cellphone sample averaged 38% at the end of 2010, up from 26% at the end of '09. The P 6+ cell phone sample averaged 25% at year-end 2010, up from an average of 15% at year-end 2009
Indeed, overall DDI sample size metrics and In-Tab rates averaged well above the benchmarks, some demos enjoyed a record high averaged 25% at year end 2010, up from an average of 15% at year-end 2009. ARBITRON noted that the company "added cell phone households that rarely or never answer their landlines response."
SVP/Marketing BILL ROSE also updated the callers on the company's in-person recruiting initiative. It has now been implemented in HDAs of 24 metros, representing approximately half of the PPM markets, with the goal being in all PPM markets and geographies by the end of 2011.
After the conference call, a pdf of the report also had an index which offered more details into the PPM's performance and it did show a handful of benchmarks missed in specific markets. The DDL 6+ market break-outs saw eight stations miss their benchmarks: ATLANTA, DALLAS, DETROIT, WASHINGTON, D.C., BOSTON, PHOENIX, SAN DIEGO and PROVIDENCE. While all markets in the 18-54 demo met or exceeded benchmarks, missing the mark in 18-34 were BOSTON, SAN ANTONIO, PROVIDENCE, NASHVILLE and MEMPHIS.
It was all good with Blacks 18-34, but ARBITRON missed the benchmarks for Hispanics 18-34 in DALLAS, WASHINGTON, D.C., MIAMI, PORTLAND, SAN ANTONIO and WEST PALM BEACH.