Arbitron Launches Two Sample Quality Initiatives

RADIO ONLINE | , , | :am CT

Arbitron has announced two sample quality improvement initiatives, with plans to expand its cell-phone-only household sampling in both diary and PPM markets. The ratings firm will increase its sample target for cell-phone-only households in diary markets to an average of 15% by year-end 2010, as well as the number of CPO households in PPM markets to an average of 20% by year-end 2010.

Arbitron also announced that it achieved its target of delivering a sample containing at least 10% cell-phone-only households across 151 local markets -- yielding a 25% increase in Designated Delivery Index (DDI) for 18-34 in the Arbitron Spring 2009 diary survey. Arbitron noted that the Spring 2009 survey also delivered a DDI of 80 or higher among 18-54 in 100% of 4-book markets with CPO sampling, and in nearly 90% of other diary markets.

"Arbitron continues to make advances to further our commitment to continually improve sample quality," said Preident/CEO Michael Skarzynski. "We also continue to lay the groundwork to help ensure that the radio industry has the state-of-the-art solutions and services that it will need to compete for the long-term."

"We are impressed by the gains Arbitron has achieved in its Spring 2009 Diary survey results and believe that these new initiatives can continue to help achieve even more dramatic results for sample quality and enhanced accountability," said Radio Advisory Council Chairperson Lisa Decker, who also serves as Senior VP/Market Manager for CBS Radio/Seattle. "The Radio Advisory Council has participated in a highly productive meeting and is pleased that Arbitron has taken these steps to raise the bar on sample quality and enhance confidence in the currency."