Arbitron brings cell-only targets into line
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US-- Arbitron has raised its national target for the percentage of cellphone-only households in the sample for its portable people meter (PPM) radio ratings, matching the commitments it made in New York and New Jersey earlier this month.
The firm now says it will increase the sample target for cellphone-only households in all markets using PPM measurement to 12.5% by the end of 2009 and 15% by the end of 2010.
According to the latest figures, 17.5% of US homes are now cellphone-only, with a further 13.3% using cellphones for all or nearly all calls, despite having a landline.
Arbitron's 15% target matches the commitments it made in agreements reached with the attorneys general of New York and New Jersey to settle cases over alleged flaws in the PPM system.
The move will be seen as a partial concession to broadcasters targeting ethnic minority groups, who had called for the full terms of the New York and New Jersey agreements to be implemented nationwide.
The firm has said that it will consider targets for each market individually.
Author: Robert Bain
Related links:
Arbitron settles PPM cases in New York and New Jersey
Cell-onlys a ‘growing threat' to surveys
