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Arbitron will introduce cell-phone-only sampling in 50 diary markets six months earlier than previously planned, beginning with the spring 2009 survey. The research firm also intends to expand cell-phone-only sampling to a total of 125 diary markets with the fall 2009 survey.
The list of specific diary markets that will be included in the expansion has not been finalized yet.
Arbitron’s portable people meter panels already include cell-phone-only households.
In addition, starting with the fall 2008 survey, Arbitron will establish a benchmark for persons aged 18-54 in all diary markets equal to a Designated Delivery Index of 80.
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