Arbitron Hosts Meeting To Discuss October PPM

Meeting Held Today

ARBITRON hosted a web meeting TODAY (11/9) to update the OCTOBER PORTABLE PEOPLE METER report. Invited to the meeting were station clients from the 25 PPM currency markets, and markets scheduled to begin in DECEMBER, Group Executives, Rep Firms, Radio Consultants, Ad Agencies that subscribe to PPM, The Association of Hispanic Advertising Agencies and MRC staff members.

The meeting covered the planned PPM commercialization schedule, details of a sample size increase, PPM benchmarks, and update of sample performance and the latest info on MRC accreditation.

OCTOBER begins PPM Pre-Currency in 8 new markets, including CINCINNATI, CLEVELAND, KANSAS CITY, LAS VEGAS, PORTLAND OR, SACRAMENTO, SALT LAKE CITY-OGDEN-PROVO and SAN ANTONIO. DECEMBER is scheduled to be the first currency month for those markets. ARBITRON pointed out the success in hitting their install targets in those markets, with each above 100% installed.

ARBITRON discussed their plans to increase the total PPM sample for Persons 12+.
By mid-year 2011, a 10% sample target is planned for P18-54. 8% will happen in 2010, with the last 2% by mid-year 2011. For Persons 6+, a planned panel increase from 700 to 750 active panel participants is planned.

OCTOBER sample metrics were higher than SEPTEMBER, with a 102 DDI for Persons 6+. Persons 18-34 was 88, and Persons 18-54 was 97. Several markets fell short of that 102 DDI, with PHILADELPHIA at 99, NASSAU-SUFFOLK at 98, LOS ANGELES at 99, RIVERSIDE-SAN BERNARDINO at 98, BOSTON at 97, SAN DIEGO at 98 and ST. LOUIS at 98.

The average DDI for 18-34 was 88, with just a few markets falling below that line. MIAMI was at 77 and SAN DIEGO at 79 were the only markets falling below 80.

Cell-Phone Only sampling was discussed, with plans to increase in-tab targets announced. ARBITRON is shooting for an average of 15% CPO by year-end 2009 and 20% by year-end 2010.

As for MRC accreditation, ARBITRON announced their ongoing commitment to that process,and a goal to "achieve MRC accreditation of PPM radio ratings service in all PPM market." The MRC had denied accreditation in NEW YORK and PHILADELPHIA in 2008, and ARBITRON is continuing to seek MRC's approval in those markets.

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