Revamping and Revisiting Arbitron’s “Feet on the Street” Initiative
As we continue to navigate through the ever-evolving landscape of media and technology, it’s intriguing to rewind and look back at the innovative efforts that shaped the industry. One such initiative that comes to mind is Arbitron’s “Feet on the Street” program, designed to increase participation in their Portable People Meter (PPM) surveys among young African-American and Hispanic demographics. This program, launched in 2009, involved in-person training sessions in top PPM markets, with engaging bilingual Arbitron representatives reaching out to newly-recruited panelists. As we reflect on the past couple of years, it’s interesting to consider the effectiveness of this program and its potential implications for future endeavors.
Arbitron’s mission with the ‘Feet on the Street’ initiative was to show young, ethnic respondents the ease and benefits of carrying their Arbitron PPM device daily. The program targeted African-American and Hispanic respondents, aged 18-34, who had not developed good carry habits within the first eight days of their time on a PPM panel. If the in-tab rate during this period fell below a pre-set threshold, a ‘Feet on the Street’ representative would attempt to schedule an in-person visit within the first 28 days of the respondent’s tenure on the panel.
The program offered incentives, including a gift card for agreeing to and keeping the appointment, a bonus for improved performance over the next four weeks, and additional PPM accessories. The trainer could also showcase the ‘My Meter and Me’ website that allowed respondents to track their compliance hours and bonus points daily.
The in-person training program was initially deployed in New York and Philadelphia in April 2008, with subsequent deployments in other major cities throughout 2009. Over the past year, Arbitron introduced a number of initiatives that significantly improved the quality of the PPM samples, especially among young and ethnic respondents.
As we look back at the efforts of Arbitron and their ‘Feet on the Street’ initiative, it offers valuable insights into how engaging with respondents directly can yield positive results. It also serves as a reminder that in a rapidly changing industry, human interaction and clear communication remain crucial for success.
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