Arbitron Claims October PPM Hit Targets

October Update

ARBITRON has released a summary of sample quality metrics for the OCTOBER 2008 PORTABLE PEOPLE METER survey report incompacing SEPTEMBER 18th-OCTOBER 15th, 2008. On average, across nine PPM currency markets for the survey reports that released WEDNESDAY, NOVEMBER 5th, ARBITRON claims it: 

* exceeded its Persons age 6 and older sample target by 12%
* exceeded its Persons age 18-54 sample target by 8%
* exceeded its Black Persons age 6 and older sample target by 13% 
* exceeded its Hispanic Persons age 6 and older sample target by 23%
* exceeded its Hispanic Spanish-Dominant sample target by 43%

Among the Persons age 18-34 demographic, the average performance across nine markets is 99% of the sample target. By race/ethnicity, Black Persons age 18-34 averaged 102% of target and Hispanic 18-34 averaged 111% of target.

In-tab rates for persons 6+ across the nine PPM currency markets for the OCTOBER 2008 survey reports averaged 80%, five percentage points higher than the benchmark of 75%.

The HOUSTON market, which was affected by HURRICANE IKE, is not included in these summaries.

Read the full report here.

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