Last week, Arbitron broke out its April data based on the first month of Cell-Phone Only data. They discovered that while the overall 12+ level for CPO is just under 11%, more than one-quarter of 18-24s have dumped their land lines in favor of mobile phones.
Of course, this is data we discovered during our debut Tech Poll in '05 – young radio listeners have been under-represented in Arbitron surveys prior to the Cell Phone Only fix.
But there's lots of good news here. First, Arbitron is well on the way to rectifying this deficiency, thus making the ratings more representative of the population, especially young listeners. Second, formats that are younger targeted are on a level playing field. And the inclusion of CPOs will faciliate Arbitron reaching its Designated Delivery Index goals.
Unfortunately, it often takes a long time – in this case, a few years – for complex ratings systems to adapt and change with the times. As technology continues to evolve at a rapid clip, Arbitron (and any other ratings service that hopes to compete) is going to have to move like the rest of us – fast and furious.
Jacobs Media has consistently walked the walk in the digital space, providing insights and guidance through its well-read national Techsurveys.
In 2008, jacapps was launched - a mobile apps company that has designed and built more than 1,300 apps for both the Apple and Android platforms. In 2013, the DASH Conference was created - a mashup of radio and automotive, designed to foster better understanding of the "connected car" and its impact.
Along with providing the creative and intellectual direction for the company, Fred consults many of Jacobs Media's commercial and public radio clients, in addition to media brands looking to thrive in the rapidly changing tech environment.
Fred was inducted into the Radio Hall of Fame in 2018.
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