Cell phone only households – it’s up to like 1/3 of all households that no longer have a “real’ phone. A few months ago, Arbitron started working hard to sign up these type of people for purposes of doing ratings. It found that young people (which are much more likely to be cell-only) listen to as much radio as older people.
I’m a skeptic… I’m thinking there is a chance that 20-something people who are cell-phone only and get a package in the mail from Arbitron are much more likely to respond (and participate) if they listen to radio. Would you carry around a PPM device all day every day if you never listen to radio? I don’t own a TV – if Nielson randomly selected me to be a TV ratings panel, where do they put the meter?
