Cell phone-only households will soon be included in Arbitron surveys, according to today's announcement. Beginning with the Spring 2009 survey (6 months earlier than previously planned), sampling of those without land lines will begin in 50 diary markets. Another 75 markets will be added in Fall 09.
The rapid increase of people using only cell phones has been a concern in recent years. It is particularly an issue for younger listeners. Arb also plans to establish 18-54 benchmarks in diary markets that are similar to those being used in PPM markets.
Thursday, October 2, 2008
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