PPM Sample Size to Increase Across All Markets

RADIO ONLINE | , , | :am CT

Arbitron is implementing a strategy to increase sample sizes in its Portable People Meter (PPM) markets. The company now plans to increase sample targets by ten percent in Persons ages 18-54 by mid-year 2011. Using a phased approach, the company plans to increase its overall sample targets for 18-54 by eight percent before the end of 2010.

Also, the ratings giant will increase its overall sample targets for Persons ages 18-54 by an additional two percent by mid-year 2011, representing an increase of 10 percent by mid-year 2011.

The company also plans to maintain a minimum sample target of at least 750 active panel participants aged 6 and older by mid-year 2011 in substantially all PPM markets. Arbitron plans to increase the minimum sample target for Memphis and Providence to 675 by year end 2011.

Arbitron plans to increase its minimum local market sample targets for Persons ages 6+ to 700 active panel participants by year-end 2010, and increase the minimum local market sample targets for Persons ages 6+ to 750 active panel participants by mid-year 2011.

Minimum sample targets for Persons 6+ in Memphis and Providence, will be increased to 630 by year end 2010 and 675 by year end 2011. Clients in these two markets did not elect to take advantage of a previously offered sample increase proposal. Both markets will have options to increase minimum sample targets further.

The total PPM sample across all markets is expected to increase by 10 percent in Persons ages 12+ by mid-year 2011 as a result of this plan.

"Over the past 9 months, Arbitron has made significant advancements to improve sample quality," said President/CEO Michael Skarzynski. "As part of our ongoing quality initiatives, we have accelerated the prioritization of increasing our cell-phone-only sample. This new plan to increase sample targets for Persons aged 18-54 complements our recently announced commitment to increasing the number of cell-phone-only households in all PPM markets"