Arbitron's Money and Methods Target 18-34 Quota

Arbitron has announced further moves to improve sample quality for its diary markets, aimed at enhancing the participation of 18-34 year olds in its radio ratings services.

The measures include three key areas: adding cellphone-only households to the survey sample in an initial 125 diary markets beginning with the Fall 2009 survey; skewing cash and other incentives towards the 18-34 age group and away from households with only those aged 55+, from next Spring; and accelerating the development and deployment of electronic and online alternatives to the paper and pencil diary for all markets.

Arbitron says it aims to sample cellphone-only households in all diary markets, with specific timing for the remaining markets dependent on the results of the first 125. PPM markets already include cellphone-only households in their panels. Owen Charlebois, Arbitron's President, Technology, Research and Development, says the number of households that have 'cut the cord' and can be reached only by cell phone has 'risen steadily', pointing out that such homes are more likely to contain those between the ages of 18 and 34.

The move to increase incentives paid to households with a person between the ages of 18 to 34 in residence, and decrease those to households with persons ages 55 and older only, will be initiated in all diary market starting in Spring 2009, subject to the results of a 'live test' beginning very shortly in selected markets.

The company's President, Sales and Marketing, Pierre Bouvard, comments: 'Along with other improvements introduced earlier this year, such as young-male promised incentives and second-chance diaries, our goal is to produce an immediate and measureable improvement in the proportionality of 18 to 34 year olds in diary markets.' Chairman, President and CEO Steve Morris comments: 'While our improvements in PPMTM markets have been getting the headlines in the past months, we have also been working to expand the scope of our efforts for diary markets.'

Arbitron is accelerating its work to design Web-based data collection tools and test whether it might supplant the diary as the first choice method soon, particularly for younger respondents, while maintaining the option for the telephone interview or a paper and pencil-based form for older respondents. Senior VP and CRO Bob Patchen stresses that Web-based data collection is 'a promising tool when it is used with accepted probability sampling techniques'.

Last week, Arbitron gave a vigorous defence of its approach after the launch of an investigation by the Attorney General into its sampling of ethnic minorities and young people.

Web site: www.arbitron.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.

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