Knoxville Media: Arbitron to Raise Three PPM Sample Quality Benchmarks plans to increase average of cell-phone-only in-tab sample targets

Ben Mac Comment: This will affect Knoxville in the Spring 2009 survey which will release on August 6th. Feel free to e-mail or call me if you have any questions!

COLUMBIA, MD; April 30, 2009 – At the April 2009 meeting of its Radio Advisory Council, Arbitron Inc. (NYSE: ARB) announced that it plans to raise three of its sample quality benchmarks and its average in-tab sample targets for cell-phone-only households in its Portable People MeterTM radio ratings services. The company also announced that it intends to report PPMTM panel composition by country of origin for Hispanic respondents starting in the first quarter of 2010.

Arbitron uses sample quality benchmarks to gauge sample performance and to indicate the levels below which it would plan to implement measures designed to improve sample performance. Arbitron plans to raise its PPM sample quality benchmark, Designated Delivery Index (DDI), for Persons aged 6 and older, total Persons aged 18-34, and its Average Daily In-tab Rate benchmark for total Persons aged 18-34 starting with the April 2009 PPM survey month.

Persons 6+ DDI: Arbitron will raise its DDI benchmark for Persons 6+ to 95 during the first twelve months of PPM currency in each local market from its current level of 90. Arbitron calculates DDI by dividing the actual sample size for a given demographic group by its target sample size for that demographic group. A DDI of 100 means the actual sample size equals the sample target for a given month. The new benchmark will be based on an average of the number of months elapsed during the first twelve months of currency (e.g., month 6 = 6-month average). The Persons 6+ DDI benchmark for the second twelve months of currency and beyond will remain at its current level of 100, based on a 13-month rolling average.

Total Persons 18-34 DDI: Arbitron will raise its DDI benchmark for total Persons 18-34 to 80 during the first twelve months of PPM currency in each local market from its current level of 70 during the first 6 months of currency and 75 during months 7-12 of currency. The new benchmark will be based on an average of the months to date in the first year of currency. The applicable benchmark for the second twelve months of PPM currency and beyond will be based on a 13-month rolling average. Persons 18-34 Average Daily In-tab Rate: Arbitron will raise its Average Daily In-tab Rate benchmark for total Persons 18-34 to 70 percent from its current level of 60 percent. Average Daily In-tab Rate indicates the percentage of the installed panel for a given demographic group that meets or exceeds minimum compliance standards for an average day. The new benchmark will be based on an average of the number of months elapsed during in the first twelve months of PPM currency in each local market. The applicable benchmark for the second twelve months of PPM currency and beyond will be based on a 13-month rolling average.

"The purpose of benchmarks is to establish specific quality metrics for PPM sample. Arbitron clients can expect that we will strive to meet or exceed these benchmarks," said Bob Henrick, Executive Vice President, Customer Solutions. "If Arbitron’s PPM samples fall below these benchmarks we will implement action plans to address it, and report our progress."

Cell Phone Only In-Tab targets increased: Arbitron also plans to increase its in-tab sample target for cell-phone-only Households in PPM markets from an average of 10 percent to an average of 15 percent by the end of 2009. The step up to 15 percent averaged across all PPM markets is accelerated from 12.5 percent, which the company had announced previously.

Reporting panel composition for Hispanic country of origin: Beginning with first quarter 2010, Arbitron plans to begin reporting the composition of Hispanic country of origin for its PPM panels.

NOTE: Arbitron is maintaining its current Persons 18-54 sample size guarantee and a number of other existing sample quality benchmarks.

Leave a reply

Your email address will not be published. Required fields are marked *