Notícia da Inside Radio: Diary markets get cell sample.
Arbitron has begun integrating cell phone-only households into 151 diary markets and after just one month it reports sample quality improvements among 18-34 and 18-54 demos. The company says there were also “solid gains” among Black and Hispanic demos. SVP Bill Rose calls it a “major step forward” for diary markets.
The process began in April when the company placed nearly 6,000 diaries in cell phone-only (CPO) households. Arbitron VP Dr. Ed Cohen says markets with the worst 18-34 performance got CPOs first, telling a client call yesterday, “We didn’t play favorites.” The rest of the diary markets get CPO sampling in the fall.