It was a good call. It was a weird call.
Arbitron conducted its call this afternoon to present the results from its Summer ’05 study that compares those with Cell Phones Only (CPOs) to those who have Landlines (LL).
Here are the highlights:
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Arbitron estimates that 7% of the U.S. is CPO – and it’s growing (rapidly). For 18-24s, the estimate is 16%.
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CPOs are more apt to be single person households.
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CPOs listen to more radio. They tend to prefer Alternative, Rock, and CHR.
Here comes the weird part:
When Arbitron blended their CPOs with the "normal" Landline study, the format numbers barely budged. Of course, these numbers are weighted estimates. Arbitron really doesn’t know how this will shake out in local markets.
So on the one hand, Arbitron says that CPOs won’t change the ratings very much, but on the other, they’re taking action to include these people in the mix.
They obviously have internal issues (systems, more interviewers, new calculations, etc.), so including CPOs won’t start until 2008 – and the roll-out will proceed. (They reminded everyone that CPOs are already being included in the PPM sample in Houston, and will be a part of PPM moving forward).
So, congratulations to Jacobs Media clients who participated in our first Technology Web Poll last spring. The results of that study were the catalyst to get this issue on Arbitron’s agenda, and while their math produces some questions about CPO’s ultimate impact, it was obviously an important enough concern to motivate them to change their entire operation.
It will take some time, and costs are unknown, but we are on the right path.
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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