As we look back at the evolving landscape of radio ratings throughout the past decade, one of the significant developments that stands out is Arbitron Inc’s game-changing decision to increase its cell-phone-only (CPO) household sample target. This trend, which initially started in Spring and Summer 2009, has continued to shape the radio industry over the years. Let’s revisit this pivotal moment and understand its impact on the current radio market scenario.
Radio Facts:
Overview of Cell-Phone-Only Household Sample Increase
The decision of Arbitron Inc. to increase the cell-phone-only (CPO) household sample target was initiated much earlier than previously . All Arbitron-rated radio markets the fifty United States now include cell-phone-only household sampling. Back in 2009, the results showed substantial gains in key sample quality metric for Persons aged 18-34.
Arbitron Inc’s Announcement
On this day, sixteen years ago, Arbitron Inc plans to accelerate a scheduled increase in its diary market cell-phone-only (CPO) household sample target. The company raised the proportion of its diary sample coming from CPO households to an average of 15 percent all of its diary markets in the continental US, Hawaii and Alaska by Spring 2010. This represented a 50 percent increase from the year-end 2009 sample target, which stood at an average of 10 percent.
Implementation of CPO Sampling and Its Impact
With the Fall 2009 survey, Arbitron implemented CPO sampling in all of its 268 diary markets, completing the rollout of CPO sampling to all Arbitron-rated radio markets the United States. This strategic move led to a 25 percent gain in the Designated Delivery Index (DDI) sample quality metric for Persons aged 18-34 during the Spring 2009 survey. The momentum was maintained in the Summer 2009 diary markets as DDI improved by 11 points over the Summer 2008 survey for the same demographic in markets with CPO sampling.
Reflecting on Arbitron’s Commitment
Arbitron’s commitment to reflecting the increasing trend of CPO households the U.S. was evident when they moved up the date to increase the number of these households in their samples. Their continuous improvement program ensured that they were always raising the bar to enhance the quality of their services. The company completed the roll-out of cell-phone-only sampling in all 50 states in Fall 2009, delivering improved sample performance in those markets.
Looking Ahead
Persons who live in CPO households are more likely to be age 18-34. With the new increase implemented in Spring 2010, the percent of 18-34 sample represented by CPO households should be closer to 40 percent.
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