Arbitron accelerates cell phone-only inclusion

0

No more waiting for cell phone-only households to be included in Arbitron diary market sampling. The company says all diary markets (excluding Puerto Rico) will get cell phone-only sampling by the Fall 2009 survey, including 151 markets, not just 50, who’ll get it for the Spring 2009 survey.


“We are pleased by the announcement by Arbitron to expand the introduction of cell-phone-only sampling to 151 dairy markets in Spring 2009 and to all markets by Fall 2009.  The acceleration of the plan to introduce cell-phone-only sampling will enhance the sample quality in these dairy markets. We are encouraged that Arbitron has responded to the urging of the Council to aggressively accelerate the cell-phone-only sampling,” said Arbitron Radio Advisory Council Chair Lisa Decker, Senior Vice President-Western Mid-Sized Markets, CBS Radio.

The new schedule accelerates the company’s previously announced plan to introduce cell-phone-only sampling to 50 diary markets in Spring 2009 and to a total of 125 diary markets in Fall 2009.

“This is a substantial enhancement in sample quality and it demonstrates our ongoing commitment to improve the diary service. The Radio Advisory Council, the Diary Market Owner/Operator Caucus and the Media Rating Council all supported the introduction of cell-phone-only sampling in diary markets,” said Pierre Bouvard, President, Sales and Marketing, Arbitron.

Here is a link to the list of the 151 markets which will have cell phone-only sampling for the Spring 2009 survey.

Arbitron plans to use an address-based sample frame as the foundation of its cell-phone-only sample, while maintaining the random-digit-dial (RDD) sample frame for landline households.

RBR/TVBR observation: Arbitron had been under pressure from diary markets for some time to improve the sample – in particular, getting more participants under 55. In response, the company first announced that some diary markets would get cell phone-only sampling in the Fall 2009 survey, then moved that to Spring for 50 markets. Then Nielsen jumped into measuring US radio markets by diary. Bam! The timetable is dramatically speeded up and everyone will get cell phone-only sampling before 2009 is over. Don’t ya love competition?