Cell phone-only sampling kicks in for 151 diary markets


Sampling for the Spring 2009 radio survey has begun, so Arbitron is making sure we all know that it has delivered on its promise to include cell phone-only (CPO) sampling in 151 diary markets. PPM markets already have CPO sampling and all other US diary markets will get it for the Fall book.

“More the a third of a million households have already been contacted to build the address-based sample frame we are using to include cell-phone-only radio listeners in our Spring 2009 diary survey. As expected, these listeners are younger and more ethnic than the population at large,” said Ed Cohen, Arbitron’s Vice President, Research Policy and Communication.

“We’re also seeing that cell-phone-only penetration varies significantly by market. Our initial sampling results track very closely with state-level estimates recently issued by the National Center for Health Statistics,” said Cohen added.

Arbitron announced in December that it was speeding up CPO sampling for diary markets, with 151 markets getting the feature for the Spring book, rather than only 50.