Young Adult Proportionality A Problem In PPM Tests
Getting 18-24 year olds to participate in an electronic ratings service is just as difficult as convincing them to take part in a diary-based service. In a Portable People Meter progress report teleconference Wednesday afternoon, Arbitron's Pierre Bouvard said the company was focusing on "young adult
compliance" in ongoing Houston PPM tests.
After reinforced the success of the company's twin panel test in Houston, Bouvard discussed proportionality difficulties with 18-24 males and females. Male 18-24 proportionality in PPM tests tracked at 64, while males 25-34 tracked at 78. Females 18-24 tracked at 70. Ideal proportionality is 100.
When proportionality indices fall below 100, respondents in the sample in that demo are "weighted up" so the sample composition matches the actual market composition.
Arbitron is experiencing young adult compliance difficulties despite the fact that 13% of its entire Houston panel consists of cell phone only households. "The key here is if you don't carry the device, you don't count," Bouvard said.
After reinforced the success of the company's twin panel test in Houston, Bouvard discussed proportionality difficulties with 18-24 males and females. Male 18-24 proportionality in PPM tests tracked at 64, while males 25-34 tracked at 78. Females 18-24 tracked at 70. Ideal proportionality is 100.
When proportionality indices fall below 100, respondents in the sample in that demo are "weighted up" so the sample composition matches the actual market composition.
Arbitron is experiencing young adult compliance difficulties despite the fact that 13% of its entire Houston panel consists of cell phone only households. "The key here is if you don't carry the device, you don't count," Bouvard said.
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