Arbitron Ups Cell-Phone-Only Sample To Attract 18-34s

Going Harder For 18-34s

ARBITRON will be expanding its sample quality improvement programs for diary markets. The new efforts are designed to further enhance the participation of 18-34 year-olds in the company’s diary-based radio ratings services.

ARBITRON plans to:

* Add cell-phone-only households to the survey sample in 125 diary markets beginning with the FALL 2009 survey;

* Increase cash and other incentives for persons age 18-34 while reducing incentives for age 55+ only households in all diary markets starting SPRING 2009;

* Accelerate the development and deployment of electronic and online alternatives to the paper and pencil diary for all markets.

"Continually enhancing the quality of our samples, surveys and reports is a priority for ARBITRON," Chairman/Pres./CEO STEVE MORRIS stated. "While our improvements in PPM markets have been getting the headlines in the past months, we have also been working to expand the scope of our efforts for diary markets. We're grateful to the ARBITRON RADIO ADVISORY COUNCIL, the SMALL MARKET OWNER OPERATOR CAUCUS and many radio group owners for their participation, which has helped us set our priorities and shape the programs we are unveiling today."

CPOs in 125 Markets First, All Markets Later

ARBITRON plans to implement cell-phone-only household sampling in an initial 125 diary markets starting with the FALL 2009 survey, with the goal being to sample cell-phone-only households in all diary markets. The specific timing of further deployment of cell-phone-only sampling will be informed by the results of our 2009 implementation.

"The number of households that have ‘cut the cord’ and can be reached only by cell phone has risen steadily," ARBITRON Pres./Technology, Research and Development OWEN CHARLEBOIS said. "People who live in homes that can be reached only by cell phone are more likely to be between the ages of 18 and 34. By including cell-phone-only homes in the sample frame we will be better able to improve young adult proportionality in diary markets."

Redirect Cash Incentives From Older To Younger Households 

ARBITRON is planning to increase incentives paid to households with a person between the ages of 18-34 in residence, while at same time reducing the cash incentives it pays to households with persons ages 55+ only in all diary market starting in SPRING 2009. The rollout is contingent on the success of a "live test" which will be conducted during the Fall 2008 survey in selected markets.

"Before we begin the rollout of cell-phone-only sampling, we plan to give all diary markets the benefit of increased financial incentives for 18-34 year-olds,: Pres./Sales and Marketing PIERRE BOUVARD said. "Along with other improvements introduced earlier this year, such as young-male promised incentives and second-chance diaries, our goal is to produce an immediate and measurable improvement in the proportionality of 18-34 year-olds in diary markets."

Speeding Up Potential Transition From Paper Diary To PPM

ARBITRON is accelerating its work to design Web-based data collection tools and test whether that could replace the paper diary as the primary means to collect data. Work has begun on designing this new approach. Methods and feasibility tests are being scheduled for 2009.

ARBITRON intends to refine the concept with an approach that targets the Web-based tool as a "first choice," particularly for younger respondents, while maintaining the option for the telephone interview or a paper and pencil-based form for older respondents.

"Web-based data collection is a promising tool when it is used with accepted probability sampling techniques," SVP/Chief Research Officer BOB PATCHEN said. "We are focusing on approaches that emphasize online participation, while giving less Web-savvy consumers the choice of more conventional alternatives."

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