Arbitron plans to increase its 12+ sample size ten percent beginning in 2009. Additionally, the sample target for 18-54 will grow from the current 80 to a new goal of 90 percent within 13 months of a market’s launch.
This plan also includes improvments for the 18-34 benchmark which increases to 75 percent effective with the first currency report. The current 70 percent standard for this demo is effective with the fourth month after currency.
This announcement was made after the Arbitron Radio Advisory council was briefed on the company’s plans at their July meeting.
Source: Arbitron