Incentives for Young Users as PPM Diversity 'Flaws' Probed

In the US, Arbitron is adding web-based alert features to engage its key younger panelists, while a committee that advises the Federal Communications Commission (FCC) on diversity investigates the device's alleged under-representation of minority groups.

Those users of Arbitron's PPM (Portable People Meter) aged between 18 and 34 and based in New York, Houston and Philadelphia, will now be able to tap the new PPM VIP Service. This allows them to set a personal digital calendar to help them keep track of appointments and schedules. Users can visit their password-protected panellist web page and register any phone number to receive customized alerts for any personal event or for wakeup calls.

Once a panelist activates the service, they receive alerts and reminders on as many as five different numbers. Panelists can also modify messages for each phone number, time of alert and personalize the content with exact text for every message they enter into the system.

'We've made tremendous strides in improving the representation of 18-34 year olds in all our PPM markets,' said Owen Charlebois, President, Technology and Research & Development. 'The PPM VIP Service is just one of many tools and programs we are using to enhance sample quality in our continuous improvement programs.'

Arbitron will consider expanding the service to additional PPM markets after an evaluation of panelist adoption rates and long-term usage patterns.

While Arbitron is busy rolling out this new service, the FCC is planning to investigate the potential effects of PPM measurement on radio stations with 'urban' formats - with specific interest in representation of the African-American and Hispanic markets.

This follows a series of complaints from radio groups about alleged defects in the agency's sampling methodology, including open letters to Arbitron's management and ads posted in trade magazines.

Broadcasters have urged Arbitron to delay commercialization of PPM in additional markets beyond Houston and Philadelphia, and demanded that PPM receives accreditation from the Media Ratings Council in at least one market outside Houston before the rollout continues this September.

In response to the FCC investigation, Arbitron says: 'We look forward to the opportunity to demonstrate how the PPM produces objective, unbiased audience estimates. Our PPM samples fully represent the diversity of the markets we measure in terms of age, sex, race, ethnicity and language preference. Hispanics and African Americans have the highest listening levels in the PPM system and ethnic broadcasters that have embraced PPM are succeeding with the timely and detailed data that only PPM can deliver.'

Web site: www.arbitron.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.

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