The fall survey was the first to include some cell phone homes across all 50 states. The increased focus on these homes is designed to ensure that the 18-34 year-old demo doesn’t fall off Arbitron’s map, as cell-phone-onlys tend to be at the younger end of the spectrum and one of the primary segments that advertisers want to reach.

With the media landscape in greater flux, the audience measurement business finds itself scrambling to provide ever-granular data. Established companies like Arbitron and Nielsen are finding themselves challenged like never before, as a range of new companies with a heavy focus on digital have resulted in greater demands from media companies, advertisers and agencies. Nielsen, for example, has been ramping up its combined coverage of traditional TV and online viewing lately. Also, the clients themselves have gotten together under the Coalition for Innovative Media Measurement (CIMM) to try to push companies to develop better tools for audience measurement, especially in the area of DVRs.