(click on the images to enlarge them)
Arbitron, how can this possibly BE? I thought, based on what we had been told by your top level executives that in exchange for that 60% rate increase you'd be tracking compliance on a daily basis and replacing panelists immediately if their use of the PPM started to fall.
PPM markets, get ready for sample buffering just like we currently see in diary samples. It looks to me like they need to start replacing fatigued respondents in week 4, week 8 and weeks 11 and 12 just like they often do in diary markets now.
Given that possibility, you have to ask was this really worth betting the company on? I know it's the first inning of the game and we're all just learning about the process. But, hasn't Arbitron been testing and sampling PPM for a decade or more?
Looking at these charts, I wonder if it would have been wiser to just invest the rate hikes we're paying for PPM in larger diary samples. Weighting, creating unacceptable and unbelievable wobbles in many western markets, for example, this spring has been at unprecedented levels. PPM was supposed, we had been led to believe, to improve compliance and sample stability, reducing the need for sample weighting.
After all these years of development, this info - now that three markets will be dependent on the new technology by the end of 2007 - is more than a little surprising and disappointing to see.