Arbitron to Ramp Up Cell-Phone-Only Samples

Arbitron announced plans Thursday (Jan. 22) to double the sample target for cell-phone-only households in all its portable people meter markets. By the end of 2009, Arbitron will raise the sample target for cell-phone-only households from the current 7.5 percent to 12.5 percent, on the way to 15 percent by the end of 2010.

Raising cell-phone-only targets was part of Arbitron’s settlement with the New York and New Jersey attorneys general. Arbitron’s plans extend that initiative to all PPM markets.

Last year, Arbitron’s goal was to increase cell-phone-only sampling to 10 percent in all PPM panels. On Jan. 7, as part of its settlements with the AGs, it agreed to increase CPO sampling to 15 percent by July 1, 2010, in New York and by Dec. 31, 2010, in Philly.

“Increasing the number of cell-phone-only households in our PPM samples is an important element in our ongoing programs to enhance the participation of 18-34 year olds of all races and ethnicities,” said Owen Charlebois, president of technology and research and development for Arbitron.

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