Address based sampling (ABS), the use of a comprehensive database of addresses for sampling of residential households, is garnering considerable attention by survey researchers as a potential alternative to random digit dialing (RDD) surveys. For nearly 30 years, the Nielsen TV Ratings Diary Survey was one of the world’s largest RDD surveys (in recent years screening more than 5 million telephone numbers annually). In November 2008, the TV Ratings Diary moved from a landline telephone frame to an ABS frame, becoming the first major survey research effort to make this important transition. The new TV Ratings design uses ABS with a multi mode data collection approach, which includes Web, mail, and telephone recruitment tools. We assess the success of this transition by comparing the March 2009 ABS measurement to the February 2008 RDD design. The lessons learned from this pioneering effort will further the understanding the industry has for the potential uses of this new approach. Some of the key findings included:

• Allows researchers to reach cell phone only households
• Significant step in improving representation of younger homes
• Improves coverage but not necessarily response rate in all cases

Key sample indicators on ABS file are more accurate than corresponding indicators on landline frame — with addition of geocoded information can be a powerful tool for addressing racial/ethnic imbalances