ELUSIVE 18-34S GET VIP SERVICE FROM ARBITRON Ken Tucker – Radio and Records In an effort to cater to the elusive 18-34 demo, Arbitron is now offering a free, customized concierge service targeted to portable people meter survey participants in that age group. The user-controlled, Web-based, telephone wakeup and reminder "PPM VIP Service" is designed to improve compliance by increasing the day-to-day contacts between the PPM respondents and Arbitron’s ongoing panel relations efforts.
PPM panelists in New York, Houston and Philadelphia who live in households with a person age 18–34 in residence can use the personal digital calendar service to help keep track of their schedules. Users can simply visit their password-protected panelist Web page and register any phone number to receive customized alerts for any personal event.
Once a panelist activates the service, they can receive alerts and reminders on as many as five different numbers. The Web site lets a panelist modify messages for each phone number, time of alert and personalize the content with exact text for every message they enter into the system. Later, when “PPM VIP Service” calls back at the designated day and time, an automated voice reads the same message the panelist input into the Web site.
"We’ve made tremendous strides in improving the representation of 18-34 year-olds in all our PPM markets,” Owen Charlebois, president of technology and research development for Arbitron, said in a prepared statement. The ‘PPM VIP Service’ is just one of many tools and programs we are using to enhance sample quality in our continuous improvement programs.”
Arbitron will consider adding to the options offered and expanding the service to additional PPM markets after an evaluation of panelist adoption rates and long-term usage patterns. |