Scarborough Research is adding cell phone-only household samples to 20 markets covered by its local market study. The new data from cell phone-only households will be incorporated into Scarborough's local market survey beginning with the next release, scheduled for October 2010.
The 20 new local markets where Scarborough is introducing cell phone-only samples are: Albany, NY, Atlanta, GA, Baltimore, MD, Charlotte, NC, Chattanooga, TN, Des Moines, IA, Fresno, CA, Jacksonville, FL, Kansas City, MO, Knoxville, TN, Lexington, KY, Memphis, TN, Milwaukee, WI, Phoenix, AZ, Rochester, NY, San Diego, CA, Salt Lake City, UT, Seattle, WA, Toledo, OH, and Tulsa, OK.
These local markets join 10 markets where Scarborough introduced cell phone-only samples in August 2009: Austin, TX, Columbus, OH, Denver, CO, Flint, MI, Norfolk, VA, Oklahoma City, OK, Pittsburgh, PA, Portland, OR, Sacramento, CA and Syracuse, NY.
Scarborough plans to introduce cell phone-only sampling in the remaining 51 "top-tier" markets covered by its local market survey by 2011.
Steve Seraita, Scarborough's executive vice president for sales, explained the value of cell phone-only sampling, noting that "CPO enhances our sample composition among traditionally hard to reach young and multicultural populations."
Over the last few years, cell phone-only household sampling has become a bone of contention between media research companies maneuvering for competitive advantage. In the radio ratings arena, Arbitron and Nielsen have both highlighted their commitment to cell phone-only household sampling as they battle for clients in mid-sized markets.
This is great news! It is a little ironic, however, that Mr. Seraita makes mention of this change helping Scarborough better represent multicultural populations, while thus far, the market selection is not nearly as multicultural as it could be....