Dialing Improvement: Arbitron Samples Begin To Bounce Back

radioRadio ratings firm Arbitron is seeing a marked improvement in the sample integrity of its Portable People Meter panels in Philadelphia, New York and Long Island--reflecting the company's initiatives to increase participation by 25- to-34-year-olds, who were previously underrepresented. The data was contained in statistical reports from March and released by the company earlier this week.

Among the top-line results for March, Arbitron said it exceeded its goal for the average daily in-tab sample size in the four markets covered by these areas (Long Island includes two markets).

In Philadelphia, the designated delivery index for the 18-24 and 25-34 demographics, in particular, both met the company's guarantee of 80% of target in-tab sample size. The combined 18- to-34-year-old sample is also better balanced than in previous months.

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In New York, the 18-24 designated delivery index was down slightly to 94%, but still well above the 80% guarantee. While 25-34 is still beneath the guarantee--at 71%--that's a 13% increase over February, reflecting the company's efforts to improve participation by panelists. Overall, the combined 18-34 sample also met the 80% guarantee.

In Long Island's Nassau-Suffolk market, the 18-24 in-tab sample (DDI) was 97% in March, while 25-34 was 62%--still beneath the 80% guarantee, but again showing a 13% increase over February. The total 18-34 in-tab sample (DDI) was 78%, just two points shy of the 80% guarantee. For Long Island's Middlesex-Somerset-Union market, the 18-24 sample was 87% and 25-34 was 81%, both exceeding the company's guarantee. Combined, the 18-34 samples were 84%, their highest yet.

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