As more consumers go to cellphones only, dropping home land lines...
As more consumers go to cellphones only, dropping home land lines, Arbitron has been researching the trend’s impact on the survey process. The research suggests the company can find ways to recruit cellphone-only homes into Arbitron’s radio ratings survey.…
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This summer Arbitron will test measuring this segment. “It will give us an empirical basis for understanding the impact on response rates, listening levels and the quality of the diary reporting,” the firm said. Arbitron estimates 7% of U.S. households are cellphone-only.