Arbitron claims lead in identifying CPOs


That’s cell-phone-only households. Arbitron announced that, for the first time, it has compiled population estimates for CPO households down to the local market level. “We believe Arbitron is the first market researcher to track market-level cell-phone-only penetration,” said Bob Henrick, Executive Vice President Customer Solutions at Arbitron.

Based on survey data for Arbitron’s 151 diary markets combined with the National Health Interview Survey, Arbitron estimates that the CPO penetration rates vary from as low as 5% in Hamptons-Riverhead, New York to as high as 38% in Bryan-College Station, Texas. The data indicates that there is a wide variation by region and market characteristics such as percent of the urban/suburban/rural population and age and ethnic distribution of the market population.

The ranges for individual markets are displayed on the US map below. Click the pdf link in the attachment box to the right for a larger version.

Arbitron introduced CPO sampling in 151 diary markets with its Spring 2009 survey to enable measurement of people who have “cut the cord” and can not be reached by landline. All Portable People Meter panels include cell-phone-only households.

The CPO penetration estimates are based on more than 154,000 surveys that Arbitron has received from households in 151 diary markets.