Arbitron Sees Improved PPM Panels For Key Radio Markets

Arbitron's strategies to increase the number of panelists carrying its Portable People Meter are beginning to show results, Sales and Marketing President Pierre Bouvard said last week.

The improvements in in-tab and designated delivery indices in its Houston panel are a step toward placating radio industry clients. They criticized Arbitron for failing to meet its own target sample sizes in Houston and Philadelphia. These were the first markets where PPM ratings were commercialized as the currency for radio ad sales.

The new recruiting strategy basically calls for non-participating panelists--those who don't carry the device as promised--to be culled from the sample and replaced by panelists who will participate. The company is also offering increased financial incentives to members of certain key demos, including African-American men, to ensure participation.

In fact, Senior Vice President of Ratings Services Jay Guyther said Arbitron had actually exceeded its targets for in-tab and DDI for virtually every major demographic category in Houston--implying that the panel there is up to speed. Bouvard added the recruiting and incentive strategies are paying off in Philadelphia, where DDI figures for the 18-24 demo rose 18%--from 59% to 77%--and New York, where the same demo rose 11%, from 67% to 78%, respectively.

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However, the overall figures for the broader 18-34 demo are lower, with Philadelphia at 69% and New York at 65%. Bouvard said that recruiting for this broader demo is still challenging, but predicted that organizational changes would yield big increased in the 25-34 demo in the near future.

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