Arbitron Warns Against 'Supplanting' MRC

Arbitron has this week reported bullishly on the progress of its PPM sampling, and responded in like manner to the Attorney General's subpoena, saying the media industry should be concerned about 'attempts to supplant or short-circuit the Media Rating Council accreditation process'.

The company says its radio ratings service is 'fair, reliable and fully represents the diversity of New York radio markets'. Specifically, Arbitron says that PPM participants are 'as representative of the population of New York as diary respondents are today'; that 'the difference between PPM ratings and diary ratings is a function of the survey tool, not the sample' with paper-and-pencil diaries allowing loyal listeners to overstate listening; and that 'broadcasters of all formats, including urban and Hispanic, who have embraced PPM, have improved their audiences and their standing in the marketplace'.

It also points out that it continues to adhere to the Media Rating Council Voluntary Code of Conduct and will continuously strive to improve the service.

Chairman, President and CEO Steve Morris commented: 'The media industry should be concerned about the attempts to supplant or short-circuit the Media Rating Council accreditation process. The MRC was founded at the behest of Congress. Throughout its 40 plus years of service, the MRC has been a driving force behind the vast quality improvements in the ratings services that research companies have been delivering to the advertising and media industries.'

Mediaweek (www.mediaweek.com ) reports that Arbitron began its monthly PPM conference call this Wednesday in buoyant vein with President of Sales and Marketing Pierre Bouvard saying 'We have another set of great news for you on the PPM sample... It's ironic when you read about the concerns of ethnic broadcasters. In actuality, we have a major over-representation problem. We have an over-representation of Spanish speakers in all our panels.'

August data showed the Designated Delivery Index (DDI) - which compares actual sampling with targets with a base of 100 - was 106. In the 18-34 age groups it is short of target (index 93) but Arbitron says it is 'meeting or exceeding 56 of 57 benchmarks for 18-34s across the 10 markets'.

Another eight new markets will become currency on October 8th: New York, Nassau-Suffolk, Middlesex, Los Angeles, Riverside, Chicago, San Francisco and San Jose.

Arbitron is on the web at 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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