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Why CPO Households Matter

July 23, 2011 2 comments

What you don’t know about cellphone-only households in your market can hurt you. Especially if you don’t know how many of these households your ratings company is sampling.

We just completed a strategic study in a major Canadian market where 31% of 18-49 year-old radio listeners said they lived in a cellphone-only household (sample size: 1,000, using a market representative online sample).  And, despite BBM claims to the contrary, CPO households varied sharply by format. From 43% among the cume for an alternative-leaning station to 35% for the cume of the market-leading CHR  station and 29% for that of a local Hot AC.  Yes, age plays a role, but notably, only 3 years separated the average age of the cume listeners to the three stations. (Note: the proportion of cellphone-only households in Canada is generally considered lower than it is in most Western countries.)

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