PPM now comes with wake-up service


As part of its continuing effort to increase panel participation in young demos, Arbitron is now offering a web-based telephone wake-up and reminder service in its PPM markets. The concierge service is available to PPM households with an 18-34 year-old. For now it’s being offered only in New York, Houston and Philadelphia. But if it’s a hit, Arbitron will consider adding more options to the web-based service and expanding it to more markets.

Once a panelist activates the “PPM VIP Service” they can receive alerts and reminders on as many as five different phone numbers. The website, designed to be simple and user-friendly, lets a panelist modify messages for each phone number, time of alert and personalize the content with exact text for every message they enter into the system. Later, when PPM VIP Service calls back at the designated day and time, an automated voice reads the same message the panelist input into the Web site.

“We’ve made tremendous strides in improving the representation of 18-34 year-olds in all our PPM markets. We’ve seen double digit increases in DDI performance for 18-34 across the board, with equally significant increases for blacks and Hispanics in that demographic. The increase in sample has also markedly improved the proportionality of our PPM samples in terms of age, race, ethnicity and language preference,” said Owen Charlebois, Arbitron’s President, Technology and Research & Development. “The PPM VIP Service is just one of many tools and programs we are using to enhance sample quality in our continuous improvement programs,” he added.

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RBR/TVBR observation: Ya know, coffee and a doughnut would also be nice. As insignificant as this service might seem to some people, maybe some PPM panelists will find it really useful. Most broadcasters are likely happy to see Arbitron try anything and everything to boost 18-34 participation. That goes for diary as well as PPM.