Better Data In Demos, Ethnics In November PPMs

Improving The Product

ARBITRON executives touted continued improvements in its NOVEMBER PPM Update presentation, which just concluded earlier TODAY. Chief among the improvements was significant increase in cell phone-only household sampling, especially among the Black 18-34 and Hispanic demos.

The NOVEMBER data found that all of the 18-34 demos -- including Black and Hispanic -- averaged over 90 DDI. Its Black 18-34 Action Plan, set into motion months ago, continue to fuel growth in that hard-to-reach demo. Black 18-34 DDI has gained 8 points since JUNE; Black 18-34 NOV. DDI averaged 90 and went over benchmark in 14 of the 15 markets.

Hispanic 6+ average DDI for NOV. was 112, as 16 of the 17 markets broke the century mark. For the 18-34 demo, the NOVEMBER average DDI was 93; NASSAU was the only market of 17 that missed its benchmark.

Other data of note:

* In the Other 18-34 category, the average DDI for NOV. was 91, and the only market of the 25 profiled that missed its 80+ DDI benchmark was Unembedded SAN FRANCISCO at 77.

* All of the eight pre-currency markets were over 100 DDI in NOVEMBER for 6+; they were all over 95 for 18-54 and all over 80 for 18-34.

The improvements were also seen in the In-Tab data, which has gained 4.5 ratings points overall since JUNE in persons 6+; 4.4 ratings points in 18-34, which helped it exceed its new 70% benchmark; 4.2 ratings points in black 18-34, bringing it tantalizingly close to its new benchmark in the first week of DECEMBER.

All Eyes On CPO

In the closely watched cell phone-only sampling data, ARBITRON claimed that it will meet its CPO sampling target increase of 15% by the end of this year (the increase was already at 14.5% in NOVEMBER), and should meet its 20% improvement target at the end of 2010.

What's more, "While we saw a 14.5% increase in NOVEMBER, the percentages were even higher for demos that are more CPO-heavy," ARBITRON Dir. Panel Compliance Operations and Field
Services NANCY WEISSMAN said. "The increase was actually 25% for 18-34 Blacks, with a 22% increase for Hispanics."

The execs credited over 60 initiatives that have been implemented in ARBITRON's Continuous Improvement Program, which have ranged from new cell phone modems and accessories to personal phone coaches and a realignment of panel compliance operations, with local market coaches for specific panelists.

Next month, PPM currency goes live in CINCINNATI, CLEVELAND, PORTLAND, SACRAMENTO, KANSAS CITY, LAS VEGAS, SALT LAKE CITY and SAN ANTONIO.

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