Arbitron PPM Sample Size Metrics Make High Mark in January 2010

Mar 1, 2010 9:32 AM

Columbia, MD – Mar 1, 2010 – Arbitron met or exceeded all of its sample size metrics across the 33 PPM currency markets in the January 2010 Portable People Meter (PPM) survey. The average Designated Delivery Index (DDI) for persons aged 6+ was 109 in January and 104 for persons aged 18-54 across the 33 PPM currency markets.

The company achieved a new high of a 98 DDI for Black persons aged 18-34 in January*. The January average DDI across the 33 PPM currency markets was 94 for all persons aged 18-34; 91 among Hispanic persons aged 18-34* and 94 for other persons (not Black and not Hispanic) aged 18-34. These figures are averages among the 33 PPM markets; 19 markets for Black, 22 markets for Hispanic and 14 markets for language preference.

The January 2010 average in-tab rate reached a high of 82 percent for persons aged 6+ across the 33 PPM currency markets, exceeding the company’s benchmark of 75 percent. The average in-tab rate for persons aged 18-34 demos reached high marks and exceeded the 70 percent company benchmark. The average in-tab rate was 78 percent for all persons aged 18-34 in January 2010. For Black persons aged 18-34 the average in-tab rate was 75 percent and the average in-tab rate was 80 percent for Hispanic persons aged 18-34.

The 33 PPM currency market average Sample Performance Indicator (SPI) in January 2010 was 22.3 percent; a 25 percent increase over the 14-market average from the same month last year (19.7 percent). SPI is a longitudinal response metric for electronic panels that measure radio and television. For PPM, the average daily persons SPI each month shows the percent of total persons in the original, pre-designated random sample who have provided fault-free data for at least eight hours on a given day (five hours among persons aged 6-17). SPI is calculated for each of the 28 days in a PPM survey and it is averaged for the reporting period.

Designated Delivery Index (DDI) is the actual sample size for a given demographic divided by the target sample size for the demographic (multiplied by 100). A DDI of 100 means that Arbitron achieved its sample target; a DDI of greater than 100 means that Arbitron exceeded its sample goal.

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