Arbitron plans cell-only sampling for all ratings markets in 2009

US-- Arbitron has again brought forward its schedule to introduce sampling of cellphone-only households for all the markets where it provides radio ratings.

Sampling of households that only use cellphones will be introduced to 151 of the country's 302 markets in spring, and to all markets except Puerto Rico in the autumn.

This latest change follows an announcement in October that the firm was bringing forward by six months its original plan to introduce cell-only sampling to 50 markets in the autumn.

Owen Charlebois, president of technology and R&D at Arbitron, said: “The number of households that can be reached only by cellphone is growing rapidly and these households are more likely to include persons between the ages of 18 and 34. By including cellphone-only homes in the sample frame we will be better able to improve young adult proportionality in diary markets.”

Arbitron plans to use an address-based sample frame as the basis for its cell-only sample, while maintaining the random digital dial sample frame for landline households.

The updated schedule affects markets using the diary measurement system. The 14 markets that have switched to the new portable people meter (PPM) system already include cell-onlys in their sample frames. A further 19 markets including Boston, Miami and Seattle are set to make the switch to PPM during 2009.

Arbitron had to delay the rollout of PPM amid client concerns about sampling and respondent compliance, and is still facing legal action in two states, and calls from some broadcasters and advertisers for an official investigation.

The firm said its new schedule for the diary markets depends on software development being completed on time, and it expects to confirm its plans by late February.

Author: Robert Bain

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