Arbitron proclaimed double digit gains in its Designated Delivery Index (DDI) in the 18-34 demo for the first month of cell-phone-only (CPO) sampling for 151 diary markets. DDIs improved 10.9 points in four-book markets and 17.4 points in two-book markets.
Arbitron began including CPO households in its diary market samples for those 151 markets with the current Spring 2009 survey. Data points announced July 1st were for April, the first month of the three-month survey. The company said there were nearly 6,000 diaries from CPO households in the April survey of those 151 markets, out of some 55,000 total.
“Cell-phone-only sampling is a major step forward for diary markets and we are pleased it has helped produce double-digit growth in DDI for Persons 18-34 so far in the Spring 2009 survey,” said Bob Henrick, Arbitron Exec. VP, Customer Solutions. “The solid gains in black and Hispanic are also very encouraging,” he added.
151 Diary Markets
Cell-Phone-Only Designated Delivery Index* (DDI) Increases
|
|
37 Four-Book Markets
|
114 Two-Book Markets |
||||
|
Demo |
Winter 2009 |
April 2009 |
Gain |
Fall 2008 |
April 2009 |
Gain |
|
Persons 18-34 |
59.8 |
70.7 |
10.9 |
55.7 |
73.1 |
17.4 |
|
Persons 18-54 |
84.1 |
86.3 |
2.2 |
82.1 |
93.2 |
11.1 |
|
Black Persons 12+† |
93.1 |
92.6 |
-0.5 |
85.5 |
92.9 |
7.4 |
|
Hispanic Persons 12+‡ |
61.7 |
78.2 |
16.5 |
69.7 |
74.1 |
4.4 |
Percentages are averaged among 37 four-book and 114 two-book markets with CPO sampling.
† Average in 20 four book and 26 two book markets with black sample controls
‡ Average in 11 four book and 25 two book markets with Hispanic sample controls
*Designated Delivery Index is the comparison of the actual sample against the targeted sample.
Source: Arbitron
Some analysis from Arbitron:
CPO Impact on Total Radio Listening
Arbitron also shared its first ever look at total radio listening based on the combination of Cell-Phone-Only and landline diaries in April 2009. The analysis looked at the Average-Quarter-Hour Rating for the 37 four book markets with CPO sampling in Spring 2009:
Persons 12+: the AQH Rating (M-Su 6A-Mid) was 12.7 percent in April when including Cell-Phone-Only with Landline households. This was two-tenths of a rating point higher (1.6 percent higher) than the rating for landline only households.
Persons 18-24: the AQH Rating (M-Su 6A-Mid) was 10.6 percent in April when including Cell-Phone-Only with Landline households. This was three-tenths of a rating point lower (2.8 percent lower) than the rating for landline only households.
Persons 25-34: the AQH Rating (M-Su 6A-Mid) was 12.5 percent in April when including Cell-Phone-Only with Landline households. This was two-tenths of a rating point higher (1.6 percent higher) than the rating for landline only households.
Persons 35-54: the AQH Rating (M-Su 6A-Mid) was 14.5 percent in April when including Cell-Phone-Only with Landline households. This was four-tenths of a rating point higher (2.8 percent higher) than the rating for landline only households.
CPO Impact on Radio formats
Among Persons 12+, seven of twelve formats had no change in AQH rating (Monday-Sunday 6AM-Mid) when comparing the format rating for all (cell-phone-only with landline households) versus the rating for landline only households. The seven formats with no change in 12+ AQH rating were Country, Adult Contemporary, Religious, Oldies, Alternative, Spanish and Smooth Jazz.
Four formats had a one-tenth of an AQH rating gain including Rock, CHR, Urban and Adult Hits. The changes represent a 10 percent increase for Rock, 12.5 percent change for Contemporary Hits Radio, (CHR), 14 percent for Urban and 50 percent gain for Adult Hits. News/Talk had a one-tenth rating point decline representing a 4.3 percent change among persons 12+.
The format rating for Alternative and Adult Contemporary gained among persons 18-24 and 25-34 while CHR and Oldies increased among 35-54 when cell-phone-only was added to Landline. The format rating for News/Talk and Spanish declined by one-tenth of a point among persons 18-34.
