In a story with resonance to those of us in radio, Nielsen has announced that it is dumping its phone-based sample for its paper diary samples, and is transitioning to a system that uses addresses instead.
Why? Because of the swift decline of TV homes provided by the landline telephone sample frame. Nielsen indicates that it only covers about 75% of households in their diary markets. They also report that this problem is especially prevalent in homes where the family head is 35 or younger.
We’ve seen this data before – every year in the Jacobs Media Technology Poll. First, Gallup, now Nielsen. And of course with PPM. As we predicted several years ago when this problem first came to light, the "Cellphone Only" dilemma impacts every researcher and marketer who conducts telephone interviews and promotions – from callout to perceptual studies to telemarketing.
Managers should definitely be asking this question the next time they commission new research or buy an audience promotion that utilizes the telephone.
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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Nice read, I just passed this onto a colleague who was doing a little research on that. And he actually bought me lunch because I found it for him smile Therefore let me rephrase that: Thanks for lunch!